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Profile
1.
Company Profile: The Coca-Cola Company (US)
Company Profile in association with Adbrands, January 2010
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 ...

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Award-winning case study
2.
Coca-Cola - Who was better: Maradona or Biro-Biro?
Jay Chiat Strategic Excellence Awards, Honorable Mention, 2009
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 ...

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Award-winning case study
3.
Coca-Cola Zero - Coke/Coke Zero Taste Similarity
New York American Marketing Association, Silver, Beverages Non-Alcohol, Effie Awards 2009
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 ...

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Paper
4.
If the consumer is not a moron, could the shopper be? - developing an holistic shopper framework
Anand Singh, Pavi Gupta and Sum Yim Ling, ESOMAR, Retail and Shopper, London, March 2009
This paper showcases a research framework that integrates insights on shopper observation, shopping environment, retailer servicing issues with shopper interviews to create a powerful tool that can he ...

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Paper
5.
Understanding business drivers at the point of sale - actionable research for daily business
Karsten Kamin, ESOMAR, Retail and Shopper, London, March 2009
In a challenging market environment a deep understanding of the shopper at the point-of-sale particularly with regard to return of pos investment is crucial for sustainable business success. This arti ...

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Case Study
6.
Coca-Cola - The Coca-Cola Studio
Jay Chiat Strategic Excellence Awards, Non-winning entrant, 2009
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 ...

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Award-winning case study
7.
Coca-Cola MOTHER - The MOTHER of all re-launches
Advertising Federation of Australia, Silver, Australian Effie Awards, 2009
Mother, owned by Coca-Cola, is a rare example of a brand that has failed, and then successfully been re-introduced. The 100% natural energy drink was first launched in Australia at the beginning of 20

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Award-winning case study
8.
Nestea, Coca-Cola Company - Striking the goliath of iced tea with an innovative, strategic punch
Advertising Federation of Australia, Silver, Australian Effie Awards, 2009
What do you do when 90% of Australian households refuse to try your category? This was the task facing Nestea in the ready-to-drink Iced Tea category. The barrier to consumption was taste - the belief

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Paper
9.
Coca-Cola - Pushing a Global Program to the Ends of the Earth
Geoffrey Precourt, Warc Exclusive, October 2008
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 ...

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Paper
10.
How Coca-Cola's Research Positions it for Global Growth
Geoffrey Precourt, Warc Exclusive, October 2008
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 ...

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Award-winning case study
11.
Coca-Cola - As it should be
European Association of Communications Agencies, Gold winner, 2008
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 ...

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Paper
12.
ESOMAR Congress 2008: From the impact of social demands on brands to meeting the needs of urban consumers
Geoffrey Precourt and James Aitchison, Warc Exclusive, September 2008
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 ...

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Case Study
13.
Coca Cola - Caution: Refreshing (Spain)
Promotional Marketing Council, Bronze (Innovative Idea or Concept), Bronze (Product Launch/Relaunch/Trial campaigns), IMC European Awards 2008
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

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Award-winning case study
14.
Coca-Cola -The coke side of life
Laurence Horner, Dave Cobban, Scott Cromer, Ivan Wicksteed and Peter Schelstrade, Account Planning Group - (UK), Gold and Best Contribution to Planning award, Creative Strategy Awards 2007
By 2005, Coke was in trouble. Six years of 'thinking local and acting local' had rendered the brand lacking relevance. The strategic response was to avoid the use of a traditional creative 'idea' – a ...

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Award-winning case study
15.
Coca-Cola Zero - a new product launch without the downside
Louise Cook, Zoe Hamilton, Michael Dick, Jason Briggs and Matthew Hook, Institute of Practitioners in Advertising, Bronze, IPA Effectiveness Awards, 2007
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 ...

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Award-winning case study
16.
Powerade - Help your body keep up with your mind
The Communication Agencies Association of New Zealand, Gold, Advertising Effectiveness Awards 2007
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 ...

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Award-winning case study
17.
Cappy - No Soccer Zone
Promotional Marketing Council, Bronze, IMC European Awards 2007
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 ...

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Case Study
18.
The Coca-Cola Company: Keep Playing campaign
Rayna Bailey, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.341-357
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 ...

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Case Study
19.
The Coca-Cola Company: You Are What You Drink campaign
Cynthia Tokumitsu, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.341-357
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 ...

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Case Study
20.
The Coca-Cola Company: Real campaign
Candice Mancini, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.341-357
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 ...

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Case Study
21.
The Coca-Cola Company: Obey Your Thirst campaign (2004)
Kevin Teague, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.341-357
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 ...

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Case Study
22.
The Coca-Cola Company: Obey Your Thirst campaign (1998)
Robert Schnakenberg, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp.341-357
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 ...

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Case Study
23.
Sprite - Freedom from thirst: a Darwinian route to global success
John Shaw and Jon Miller, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 2006
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' ...

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Paper
24.
Deep-dive research - brand building insights from Kazakhstan
Leonid Gurevich and Karlygash Rakhimova, ESOMAR, Annual Congress, London, September 2006
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 ...

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Award-winning case study
25.
Coca-Cola (UK) - Win a Player 1
Promotional Marketing Council, Silver, PMC European Awards 2006
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 ...

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Paper
26.
From intrusion to invitation
Malcolm Hunter, Admap, December 2005, Issue 467, pp.47-49
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 ...

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Award-winning case study
27.
Coca-Cola Oceania - a little wild
The Communication Agencies Association of New Zealand, Bronze, Advertising Effectiveness Awards 2005
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 ...

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Paper
28.
Latin American trends: Local societies, local consumption and global brands. (or 'From Researchers to Coniglieri')
Esteban Socorro and Fernando Moiguer, ESOMAR, Latin America Conf, Mexico City, October 2004
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 ...

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Award-winning case study
29.
Coca Cola: Chihuahua
European Association of Communications Agencies, Silver winner, 2004
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 ...

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Award-winning case study
30.
Coca-Cola Oceania - Coke XLR8
The Communication Agencies Association of New Zealand, Bronze, Advertising Effectiveness Awards, 2004
“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 ...

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