Coca-Cola Co. finds 'passion points' for storytelling
Geoffrey PrecourtWarc
In theory a total-market approach to advertising means that multicultural insights are fed into an initial brief. When the work finishes its route through the strategic, creative, and media machines, the brand message is wide enough to address a general audience but with enough specific cultural underpinnings to resonate with a variety of specific audience segments.
But for a house of brands such as the Coca-Cola Co., with literally thousands of products (3,500) and distribution all over the world (200 countries), the integration of multicultural assets into a general-market campaign...