Chuck Fruit is not an exhortation to an unruly crowd at a political meeting.

It is the given name of Coca-Cola's new chief marketing officer, whose appointment was announced Tuesday. He replaces Daniel Palumbo, who is leaving Coca-Cola to "pursue other opportunities".

His is the second senior executive appointment made by new chairman/ceo Neville Isdell. Fruit, who has been with the company since 1991 was, until his elevation, responsible for Coca-Cola's global media and sponsorship strategies and overseeing its media investments.

According to John Sicher editor of Beverage Digest, Fruit's strategic thinking is "cutting edge" [a sharpness honed, no doubt, whilst rebutting an avalanche of bad jokes about his name].

"It's important for Coke now to have not just a talented marketing executive, but also somebody who knows the brands and the system," Sicher commented.

Data sourced from: Financial Times; additional content by WARC staff