The Coca-Cola Co., the soft-drinks giant, saw the return on investment (ROI) from its advertising expenditure bubble upwards following a transformation in its strategy and structure.
The Atlanta, Georgia-based company – which owns brands including Fanta, Powerade and Sprite alongside its eponymous beverage line – reported that the gross profit attributable to a dollar spent on advertising rose by 7% between 2019 and 2021.
Coca-Cola’s global ad budget has topped $4 billion a yearin the recent past, so this percentage uptick is no small feat. James Quincey, Coca Cola’s CEO, discussed the company’s plans going forward at the...