The legacy of Coke's purpose-driven marketing
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...