Coca-Cola's Bold Offensive

Analysis of Coca-Cola's decision to give social media and mobile campaigns a greater role in its overall marketing strategy.

Coca-Cola's Bold Offensive

Todd Wilkinson

The United Nations comprises 192 member states, a remarkable panoply that encompasses most of the earth’s 6 billion human inhabitants. Now ponder this: Coca-Cola products are sold in 206 countries and territories — including far-flung outposts where the beverages are instantly recognized — making them perhaps the most powerful brands on the planet.

Despite this unrivaled ubiquity, The Coca-Cola Company is taking its marketing prowess to a whole new level this year. In addition to harnessing the traditional media strategies (television, radio, print, in-store) that have been a hallmark of the 118-year-old company, Coca-Cola...

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