Coca-Cola Co. finds ‘passion points’ for storytelling

This event report details Coca-Cola's passion point strategy to make its brand resonate through 3,500 products in 200 different countries through spots of cultural connection that can engage a specific group with advertising capable of appealing to a far greater audience.

Coca-Cola Co. finds 'passion points' for storytelling

Geoffrey PrecourtWarc

In theory a total-market approach to advertising means that multicultural insights are fed into an initial brief. When the work finishes its route through the strategic, creative, and media machines, the brand message is wide enough to address a general audience but with enough specific cultural underpinnings to resonate with a variety of specific audience segments.

But for a house of brands such as the Coca-Cola Co., with literally thousands of products (3,500) and distribution all over the world (200 countries), the integration of multicultural assets into a general-market campaign...

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