The Coca-Cola Co. uses a “passion-point strategy” as it seeks to connect with consumers around their favorite types of entertainment.
And Tara Piper, the Atlanta-based organization’s head/entertainment marketing, told delegates at CES 2019, “Gaming is a priority that has been identified as something we as a company need to be paying attention to. We’re figuring out how we're going to activate that.”
In her role at the soft-drinks giant, Piper is charged with helping Coca-Cola’s brands – a list that includes Coke, Fanta, Sprite, and Dasani – attach themselves to entertainment properties (think:...