How to continue being a culturally relevant brand? Coca-Cola and its 125 reasons to believe

As a 125 year-old brand, Coca-Cola needed to maintain and enhance its value as a cultural icon. The objective in Latin America was to refresh its identity as a synonym of happiness and optimism, in a world that might be lacking those values today.

How to continue being a culturally relevant brand? Coca-Cola and its 125 reasons to believe

Omar FuentesThe Coca-Cola Company, MexicoPablo KennedyThe Coca-Cola Company, Argentina

INTRODUCTION

As you may already know, Coca-Cola is 125 years old, and is still today the most valuable brand in the world.

Understandably, throughout these 125 years, Coca-Cola has executed many activities to sustain this value. For the past six decades focusing mainly on communication – apart from the multiple actions and campaigns carried out around the world to maintain and develop the business – Coca-Cola has always broadcasted emblematic commercials, commercials which...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands