Coca Cola: Crazy For Good

This case study describes how Coca-Cola, the soft drinks brand, combated poor public perceptions to grow purchase intent.

Coca Cola: Crazy for good

Agency: Ogilvy Brasil São PauloAdvertiser: The Coca-Cola CompanyBrand: Coca-ColaCountry: Global / Focus on Mexico

Objectives

With the world's attention on the global obesity epidemic, Coca-Cola had many fingers pointing towards it. The world's largest and most-loved brand had become the site for a difficult cultural conversation — around physical and social health, personal responsibility, governmental responsibility, and well-being. Within this complex maelstrom of opinions, there was one clear factor that needed to be called out if Coca-Cola's status as the world's number one brand was to be retained....

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