Coca-Cola embraces "new school" shopper marketing
Stephen WhitesideWarc
Shopper marketing is undergoing a profound transformation. More specifically, the "old school" model, where brands were utterly dominant, has been replaced by a "new school" approach based on genuine partnerships between retailers and suppliers.
That was the message of Alison Lewis, the outgoing SVP/marketing for North America at Coca-Cola, while speaking at the Shopper Marketing Expo, held in Chicago in October 2013.
In the recent past, Lewis suggested, the relationship was so unbalanced that major players like Coca-Cola could present a proposal to a vendor, promise no kind of customisation and...