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This Company Profile provides key details and analysis of The Coca-Cola Company, including its latest activities, market position, financial performance, Brands, structure and history, together with o ...

Coca-Cola wanted to strengthen its appeal in Brazilian bars where beer was the popular drinking choice. It developed an idea to spark debate across the soccer-mad country, by exploiting the age-old sp ...

Coke Zero needed to convince skeptical guys 18-to-34 that Coke Zero really does taste like Coke. The strategy was to develop an integrated campaign around the idea of taste similarity, relying on irre ...

Young Brazilians make up Coca-Cola's largest consumer base and have the greatest influence on the brand image. It is important to stay connected to this group and music plays a large part. Sponsoring ...

WARC Online's US editor Geoffrey Precourt reports from the Association of National Advertisers annual Masters of Marketing Conference on the address given by Joseph V. Tripodi, Coca-Cola's chief marke ...

Everyday, 1.5 billion people, from over 200 countries, drink one of the 450 brands belonging to the Coca-Cola Company. Their motivation in doing so can vary from the physical to the social, and in an ...

In 2006, the northern European market for carbonated soft drinks was in decline. The Coca-Cola Company's stable of traditional regular drinks was being rejected because of growing health and image con ...

In this article, WARC Online's James Aitchison and Geoffrey Precout discuss the main findings of the first day of the ESOMAR Congress 2008, held in Montreal. The areas considered include the impact of ...

The concept of the summer campaign Nestea 2007 “Caution: Refreshing” revolved around holding a series of street activities in Spain, to make the public aware of the message. There were three strategy

This Bronze Award-winning paper details the launch campaign for Coca-Cola Zero, a zero-sugar version of the brand targeting a male audience. The mainly media used were TV, posters, online and free new ...

Powerade - the leading sports water in New Zealand - was delivering strong year-on-year growth, but it was aiming to reach its full market potential. In-depth consumer research uncovered an issue that ...

Cappy, an Austrian soft drink owned by Coca-Cola, is mostly aimed at women. The summer months are very important for the brand, but during 2006 this coincided with the World Cup, meaning that communic ...

Although the Coca-Cola Company was well known for its carbonated-soft-drink brands, by the late 1980s a different type of beverage was attracting consumers and capturing a rapidly increasing market sh ...

The marketing of diet products has been fraught with unique challenges because of their focus on physical appearance. Issues such as cultural ideals of beauty, physical health, gender roles, sexuali ...

Despite being the top soft-drink company in the world, the Coca-Cola Company showed signs of struggle in the 1990s, when consumers worldwide started demonstrating a strong preference for healthier b ...

In late 2003 the Coca-Cola Company's lemon-lime soft-drink brand, Sprite, reigned as America's fifth-best-selling soft drink and the highest-grossing lemon-lime soda in America. Even t ...

First marketed in 1961 by the Coca-Cola Company, the lemon-lime soft drink Sprite was in the late 1990s one of the fastest growing carbonated soft drinks in the United States and around the world. A ...

This 2005 global campaign by Coca Cola for Sprite aimed to develop a basic TV campaign idea that could be attractive to young people anywhere around the world. The core idea was that Sprite can 'free' ...

The paper highlights the original methods of Deep Dive Research developed by BISAM (Center of Sociological and Marketing Research) for the Coca-Cola Company in Kazakhstan. The research - based on a co ...

Coca-Cola was the new sponsor of The Football League – and keen to build credibility and good relations with over nine million fans. This short paper details a Coca-Cola competiton in which Football L ...

Malcolm Hunter, founding director and chief strategy officer of Vizeum, explains the research and thinking behind his 'Motivation to Media' approach for media planning. This is rooted in recognising ...

Coke and Diet Coke were struggling to find a way to grow market share in an increasingly cluttered and health conscious marketplace. Understanding the needs of the target market was key. This youth au ...

Many expressions of globalization have recently generated resistance and rejection in the region. Even during the most acute phases of these changes, Coca-Cola – a paradigm of internationality – was p ...

With its ‘Chihuahua’ campaign Coca-Cola succeeded in shedding its image as a conservative, distant and static brand unappealing to young people, and reinventing itself as a young and hip drink. Throug ...

“In the time it takes me to say this, you could win a limited edition WRX. Visit coke.co.nz for details.” The 2004 Coke XLR8 Promotion set a new standard in the implementation of a text marketing camp ...

This paper describes how cultural understanding can be effectively utilised in the development of strategic marketing communication. It describes the values of young people in the MENA region, how the ...

A market awash with marketing innovation and changing consumer trends had attracted a nation away from a brand they once loved and drank, but now only loved. L&P, with its parochial merchandising and ...

Launch campaign, 2001-2, in Australia for Fruitopia, a new Coca Cola brand. Market highly fragmented with no dominant brand or image, focus on product attributes but no consumer benefits. Fruitopia ' ...

This paper discusses Coca-Cola's journey into the consumer's mind and life - an initiative undertaken by Coca-Cola India to increase penetration and consumption of their brands by developing the marke ...

The case study describes a marketing challenge requiring a repositioning exercise but caution was needed to ensure that existing customers were not lost. The creative strategy was based on the dual i ...