NEW YORK – TV commercials remain a powerful piece of The Coca-Cola Company’s advertising arsenal, even in today’s digital-driven marketplace, Chief Marketing Officer Marcos de Quinto said at a recent Beverage Digest conference.
“Digital is important, of course, but the effectiveness of TV is still very, very critical for our business," de Quinto said on Dec. 9. "It still offers the best ROI across media channels."
Recall is often stronger
From a bold new marketing strategy for the Coca-Cola Trademark, to investments in emerging beverage categories, to major sustainability milestones, The Coca-Cola Company made more than a few headlines this year.
Before we officially turn the page to 2017, here's a look back at 16 noteworthy Coke stories from 2016:
'One Brand' Marketing Strategy, Global Ad Campaign Unite Coke Trademark
Marking a significant shift in its marketing strategy, Coca-Cola
It's that magical time of year again and the Coca-Cola Christmas trucks are coming to town. Across Europe, the ever-popular truck tours are bringing happiness to towns and cities, spreading joy across the continent and celebrating that the holidays are coming.
From the British seaside town of Scarborough to the Polish provincial capital Lublin, the tour has been welcomed by happy festive ready to ring in the festive season. Marriage proposals
Santa’s got a brand-new bag – and a smartphone, too – in a seasonal collection of photos for Coke’s global “Taste the Feeling” campaign.
St. Nick shows off his playful side by snapping selfies, temporarily trading in his sleigh for a vintage car, and even letting a furry friend tag along for a jolly joyride – all with an ice-cold Coca-Cola in hand, of course.
Click here to see a full-screen gallery of 2016 Coca-Cola holiday images.
The brand brings
The first-ever holiday ad from the Coca-Cola “Taste the Feeling” campaign is spreading yuletide cheer around the world by celebrating unsung heroes who go the extra mile to make the season special for those around them.
Coca-Cola Mexico led the creative strategy behind “A Coke for Christmas”, which was produced by SRA Rushmore-Madrid. In the touching, 30-second TV commercial, a teen wheels a cart of ice-cold Coca-Cola bottles through his neighborhood,
Thirsty Romanians who prefer their Coca-Cola with a touch of tart can now enjoy the newly launched Coca-Cola Lime. Developed specifically for Romania to suit local tastes and trends, the new variant is being promoted through social and digital experiences and contests, in-store executions and surprise-and-delight PR activations.
Coca-Cola Lime is bottled locally in Ploiesti, Romania and is available nationwide in a wide variety of packages for all
The pop of a bottle opening, the fizz, the crackle as ice meets the drink, the ahhhhh. Jamal Booker, Coca-Cola archives manager, considers himself one of the “keepers of these Coke sounds.”
In 1927, Coca-Cola released its first radio commercial, and by the early ‘50s began incorporating the sounds associated with enjoying the beverage itself into its advertising as a way to inspire thirst in listeners.
“That’s when you would start
David Ortiz, affectionately known by his fans as “Big Papi”, played his final Major League Baseball game Monday night when his Boston Red Sox fell to the Cleveland Indians in the American League Division Series playoffs. We caught up with the three-time World Series champ, 10-time All-Star and Red Sox single-season home run record-holder – and Coca-Cola ambassador – days before his official retirement.
What has this season been like for you, knowing
Coca-Cola has retained the No. 3 spot on Interbrand's annual Best Global Brands ranking for the fourth consecutive year, with an estimated value of $73.1 billion.
Product and packaging innovations play a big role in that value, as do refreshing experiences the brand provides fans, according to the 2016 report released today. Interbrand cited JourneyxJourney cross-country storytelling road trip as an example of a creative way to link Coca-Cola
BOSTON – The Coca-Cola Company’s ongoing transformation is beginning to bear fruit thanks to the acceleration and evolution of strategic actions, including brand reinvestments and new marketing programs, President and Chief Operating Officer James Quincey told analysts this week at the Barclays Global Consumer Staples Conference.
Here are highlights from Quincey’s presentation, which he framed around the company's five strategic priorities announced