Nothing’s changed but everything’s changed: Marketing Coca-Cola during COVID-19 without fizzing out

Low Lai Chow

Coca-Cola’s Sadaf Zarrar talks through the changes the beverage giant had to make during COVID-19, and how the crisis inadvertently helped up its marketing game.

COVID-19, as Coca-Cola’s ASEAN director of integrated content and creative excellence Sadaf Zarrar noted, has been an unlikely aid in helping the beverage giant to up its marketing game of late.

“It's unprecedented – there's no way that anyone is 101%...

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