Why Coke insists on copy testing

This event report details how Coca-Cola, the soft drinks giant, is using pre-testing to drive advertising effectiveness.

Why Coke insists on copy testing

Geoffrey PrecourtWarc

It was a message the creative teams at Coca-Cola – and its various creative agencies – hated to hear.

"Over time, it has become the standard practice at Coca-Cola North America to make great...

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