Coca-Cola: Searching for the sweet spot

Todd Wilkinson

Alison Lewis, the senior vice president of marketing at Coca-Cola in North America, discusses how the company's marketing strategy will contribute to its ambitious goal of doubling its global business between 2010 and 2020.

Coca-Cola: Searching for the sweet spot

Todd Wilkinson

By employing innovation in the battle for brand relevancy and cultural saliency, Coca-Cola marketer and ANA board member Alison Lewis is helping her iconic company to thrive

Every Fortune 500 company has its own concept of marketing to scale. And then there's that of Coca-Cola, which exists in a class all its own. Propelled forward by the most iconic and valuable brand in the world — and boasting a diverse beverage portfolio of 650 other brands — Coca-Cola has a sense of scale that is second to none. Every day,...

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