They say creativity can't be caught - but what if it could be bottled? Behind every major advertising campaign lies a huge amount of planning: mood-boards, sketches, notes scribbled in the middle of the night - as well as couple of inspired ideas. It’s the recipe that makes up Coca-Cola’s award-winning marketing.
This summer, for instance, we’ve seen new creative for the new slimline Coca-Cola range; Powerade Zero, and a fun South American-inspired series for Barista Bros, the company’s first flavoured milk. With its talented team in-house, working with the country’s most imaginative agencies, Coca-Cola’s advertising strategies are among the best in the business.
We go behind the scenes in the Coca-Cola marketing department to see some of the planning behind their recent campaigns - and hear from the talent who work there.