Coca-Cola brings back personalised cans with ‘Share a Coke’ campaign
Niamh CarrollFirst launched in 2011, the personalised packs delivered a sales uplift and engaged more young consumers, something Coke will be hoping to replicate.
‘We are not backing off’: Coca-Cola doubles down on commitment to invest in marketing
Niamh CarrollThe Coca-Cola Company will pursue expanded profit margins by reaping the rewards of its marketing transformation programme, not cutting budgets, its CEO says.
Coca-Cola: There’s no ‘big trade-off’ between increasing prices and volumes
Niamh CarrollThe Coca-Cola Company will continue to “earn” its brands’ price points with consumers, leaning into marketing as a key component.
‘We need to be humble’: Coca-Cola’s European CMO on effectiveness and ‘earning’ consumers’ attention
Niamh CarrollThe Coca-Cola Company is investing in brand experiences and its first-party data capabilities to drive marketing effectiveness across the organisation.
Coca-Cola unveils AI overhaul of ‘Holidays Are Coming’
Niamh CarrollThe fully AI-generated ad will replace the original ‘Holidays Are Coming’ on UK TV screens this festive season with Coca-Cola seeking to bring the ad to “today’s times”.
‘Dual velocity’ approach: How Coca-Cola marketers are adopting generative AI
Niamh CarrollThe Coca-Cola Company is keen to “jump in” to better understand how it can use generative AI across the organisation, but will not just use the tool for “the sake of doing it”.
Coca-Cola updates ‘Holidays Are Coming’ ad with new AI-generated version
Niamh CarrollCoca-Cola has created an AI-generated version of the 1995 classic ‘Holidays Are Coming’, in a bid to bring the ad to “today’s times”.
Coca-Cola CEO: Big innovations can take a decade to breakthrough at scale
Niamh CarrollThe Coca-Cola Company’s CEO James Quincey stressed that the real impact of the business’s move into the alcohol ready-to-drink market could not be judged after just a couple of years.
‘Amazing brand power’: Coca-Cola on differentiating Diet Coke within its portfolio
Niamh CarrollDiet Coke is “complementary” to Coca-Cola Zero, says the business’s UK marketing lead, as the brand launches a new campaign designed to broaden Diet Coke’s appeal.
Coke enlists Fifty Shades actor Jamie Dornan for ‘cheeky’ Diet Coke break ad
Niamh CarrollThe Fifty Shades of Grey actor will star in an ad revealing his passion for cold water swimming next month, as the brand continues to encourage consumers to enjoy a break with Diet Coke.
Coca-Cola promotes internally for new UK marketing director
Grace GollaschElodie Peribere will lead UK marketing operations, replacing Louise Maugest who has joined the Coca-Cola Trademark European team as senior director.
Coca-Cola refines innovation process to make ‘bigger and bolder’ marketing bets
Matthew ValentineCoca-Cola CEO James Quincy says investments in tech are beginning to pay off, while its Studio X agency teams are enabling it to produce tailored content at speed and scale.
Coca-Cola creative strategy lead: Consistency is our ‘secret recipe’
Niamh CarrollCoca-Cola is a brand that stays “grounded” in its values, and does not compromise simply because a “trend” comes along, says global vice-president for creative strategy and content, Islam ElDessouky.
Diet Coke returns to personalisation with new look cans
Niamh CarrollDiet Coke is rolling out cans and bottles featuring 150 names, in a move similar to Coca-Cola’s ‘Share a Coke’ campaign from over a decade ago.
Coca-Cola global CMO: AI will completely reshape marketing
Charlotte RogersSome 90% of Coke’s experiments with AI are focused on driving topline growth and effectiveness, says global CMO Manolo Arroyo.
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