Coca-Cola gets a taste for product personalization

This event report addresses Coca-Cola's attempts to experiment with product personalisation, an area which poses challenges as well as opportunities for brands.

Coca-Cola gets a taste for product personalization

Stephen WhitesideWarc

Coca-Cola's "secret formula" has kept the brand top of mind among thirsty American consumers for more than a century.

But at a time when platforms like Amazon and Netflix are tailoring digital experiences to match precise user preferences, Coke now is exploring how to personalize its iconic beverage brand, too.

"In some ways, inside of our own companies, I feel as if we're playing a massive game of catch up," Dan White, President/McDonald's Division North America at The Coca-Cola Co. – and who thus leads one of Coke's largest internal...

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