Coca-Cola on cultural insight: Turning social tensions into a global marketing program

At the 2012 ARF Re:Think assembly of thought leadership, Pablo Kennedy, Coca-Cola Global Knowledge and Innovation Director, gave some insight into how the brand stays culturally relevant over time.

Coca-Cola on cultural insight: turning social tensions into a global marketing program

Geoffrey PrecourtWarc

It's not easy being a cultural icon. For one, culture changes – market by market, decade by decade.

That's the issue facing Pablo Kennedy, Coca-Cola Global Knowledge and Innovation Director, who leads the company's Human Motivation Framework program.

At the 2012 Advertising Research Foundation's (ARF) annual Re:Think assembly of thought leadership, Kennedy gave some insight into how the brand stays culturally relevant over time.

Coca-Cola has embraced a "better-world" perspective for the last 100 years, Kennedy explained, "adopting to the problems and tensions of...

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