The Coca-Cola Company is the leading brand in the soft drinks marketplace and is responsible for an array of brands including the MyCoke collection, Fanta, Sprite, 5 Alive, Schweppes, Powerade, Kia Ora, Dr Pepper, Lilt, Relentless, Oasis and Glaceau Vitaminwater.
This year’s BrandZ ranking of the top 100 valuable global brands sees Apple maintain its reign at number one and the value of the top brands grow by 7 per cent to $2.6 trillion
Is fear of a social media scandal driving marketers to play it safe and revive old campaigns?
Coca-Cola unveils TV ad to support its biggest ever UK summer marketing campaign that sees it swap its branding with consumers’ names on pack.
Soft drinks companies and BDSA harmony over seeding positive stories, rather than just reacting to criticism.
Zoe Howorth to step down as Coca-Cola GB embarks on ‘biggest ever’ summer campaign.
Company’s ‘biggest ever’ summer campaign aims to turnaround slowing sales and boost brand perception.
Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.
Brands wanting to build loyalty from consumers need to look beyond simple collection and redemption metrics for engagement.
Coca-Cola shuts Coke Zone on-pack points rewards scheme following insufficient demand for collecting points.
Douglas Lamont becomes CEO, while European marketing head Franz Bruckner takes on top group marketing role.
Tesco customers offered chance to appear in Diet Coke’s 30th anniversary marketing.
Vanilla variant returns with revamped branding following requests from social media fans.
Pepsi outperforms market leader’s growth despite heavy investment in marketing around the Olympics, says annual drinks report.
Smoothie maker looks to inspire a new generation of consumers - and reassure old ones following Coke takeover.
Drinks brand and sports charity Street Games launch three-year Legacy 365 initiative to boost ongoing youth participation in sport beyond 2012.
O2 and Coke marketing chiefs say recession has made customers more demanding of brands.
Coca-Cola, Sky and BlackBerry to put fan engagement at the heart of sponsorship activity.
Soft drinks giant to air two UK TV ads and outlines new commitments in a bid to fight obesity.
The soft drink brand, which is sold in 127 markets and is globally worth $11bn, has a long-standing relationship with fashion. Designers such as Matthew Williamson, Gianfranco Ferre, Marni and Roberto Cavalli have all used their skills to design bottles and cans, targeting women who are into fashion.
Taking total control brings brand management experience but could dilute entrepreneurial brand spirit.
Co-founders to stand down from day-to-day running of the business as Coca-Cola buys out their shares.
CEO Muhtar Kent reaffirms vision to get better at ‘collaborating, innovating and listening’ as European sales drag.
Fashion focused drinks brand confirms collaboration with designer for 30th anniversary year.
Brand will place its heritage at the heart of its marketing activity for its 30th anniversary year.
Diet Coke teases 30th anniversary ad campaign online, featuring the return of the Diet Coke hunk.
Marketing Week’s pick of the best snow-themed marketing campaigns.
Hilary Quinn defends brand’s polar bear partnership campaign with WWF against criticisms from sceptics and explains how the activity will help inspire future pan-European marketing.
The organisations hope to bring the plight of polar bears ‘closer to home’ for consumers with joint marketing push.
Endless runner game launched to raise money for The Global Fund to fight AIDs.
Marketing Week takes a look at the biggest stories in the food and drinks industry in 2012.