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...