Marketing drives reversal of Coke sales decline

This event report outlines how the "Share a Coke" program helped the soft-drinks brand return to growth after a period of declining sales.

Marketing drives reversal of Coke sales decline

Geoffrey PrecourtWarc

In 129 years, there has been one constant in Coca-Cola's packaging.

While the iconic contour bottle may be one of the world's most recognizable vessels, it's only 100 years old. And as more and more consumers buy Coke in a can, the red-and-white color palate provides the same kind of visual cue.

But the one element that has remained unchanged is not the size, shape or color of the container; rather, it's the Spencerian script that announces the product inside. And the iconic font didn't come from a book of...

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