Coca-Cola adopts the millennial mindset

This event report explains how Coca-Cola, the soft drinks manufacturer, is targeting the millennial generation by allowing greater choice, experimenting with packaging and using digital strategies.

Coca-Cola adopts the millennial mindset

Stephen WhitesideWarc

"We have to reinvent our company," Joseph Tripodi, chief marketing and commercial officer at soft drinks giant Coca-Cola, told the audience at OMMA Global, organised by MediaPost and held in New York as part of Advertising Week 2013. "I fundamentally believe that the progression of a company from local, multi-country, international, global – the higher order will be networked. Both internally networked and externally networked."

Becoming "networked" depends, primarily, on embracing the right mix of technologies to facilitate rapid and effective connections with colleagues and customers wherever they are. "This is not...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands