The legacy of Coke's purpose-driven marketing

This event report outlines how Coca-Cola, the soft-drinks giant, embeds a focus on "unity and equality" in its marketing.

The legacy of Coke's purpose-driven marketing

Geoffrey PrecourtWarc

The Coca-Cola Co., and its eponymous brand, are supported by scores of legendary image icons – in print and video – that have defined their presence to consumers for some 125 years.

Ivan Pollard, the company's Corporate SVP/Strategic Marketing, challenged a keynote audience at the Association of National Advertisers' (ANA) 2016 Multicultural Marketing & Diversity Conference to discover an inclusive heritage that has been a common theme throughout that imagery.

In 1969, for instance, Jay Maisel (he of the Art Directors Club Hall of Fame, as well as the recipient of...

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