Coca-Cola
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.
The top 100 most valuable global brands 2013
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
Playing it safe
Is fear of a social media scandal driving marketers to play it safe and revive old campaigns?
Share a Coke campaign moves to TV
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 industry vows to be more proactive to ward off criticism
Soft drinks companies and BDSA harmony over seeding positive stories, rather than just reacting to criticism.
Coke's top UK marketer Howorth steps down
Zoe Howorth to step down as Coca-Cola GB embarks on ‘biggest ever’ summer campaign.
Coke puts consumers' names on pack
Company’s ‘biggest ever’ summer campaign aims to turnaround slowing sales and boost brand perception.
The Marketing Week
Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.
Coke Zone rewards closure shows need for more than points
Brands wanting to build loyalty from consumers need to look beyond simple collection and redemption metrics for engagement.
Coca-Cola to close Coke Zone points scheme
Coca-Cola shuts Coke Zone on-pack points rewards scheme following insufficient demand for collecting points.
Innocent makes top marketer Lamont CEO
Douglas Lamont becomes CEO, while European marketing head Franz Bruckner takes on top group marketing role.
Diet Coke and Tesco in crowdsourcing tie-up
Tesco customers offered chance to appear in Diet Coke’s 30th anniversary marketing.
Coke revives Vanilla brand after six year absence
Vanilla variant returns with revamped branding following requests from social media fans.
Pepsi outperforms Coke
Pepsi outperforms market leader’s growth despite heavy investment in marketing around the Olympics, says annual drinks report.
Innocent launches TED-style events to push brand values
Smoothie maker looks to inspire a new generation of consumers - and reassure old ones following Coke takeover.
Coca-Cola extends Olympic legacy push
Drinks brand and sports charity Street Games launch three-year Legacy 365 initiative to boost ongoing youth participation in sport beyond 2012.
O2: 'Transparent experiences can solve brands crisis'
O2 and Coke marketing chiefs say recession has made customers more demanding of brands.
Brands rev up for Formula One 2013
Coca-Cola, Sky and BlackBerry to put fan engagement at the heart of sponsorship activity.
Coke brings anti-obesity push to UK
Soft drinks giant to air two UK TV ads and outlines new commitments in a bid to fight obesity.
Case study: Diet Coke and its creative designers
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.
Coke's Innocent buy-out offers threats and opportunities
Taking total control brings brand management experience but could dilute entrepreneurial brand spirit.
Coke increases stake in Innocent to near 100%
Co-founders to stand down from day-to-day running of the business as Coca-Cola buys out their shares.
Coke seeks to become more 'collaborative'
CEO Muhtar Kent reaffirms vision to get better at ‘collaborating, innovating and listening’ as European sales drag.
Diet Coke signs Marc Jacobs as creative director
Fashion focused drinks brand confirms collaboration with designer for 30th anniversary year.
Diet Coke looks to past to retain 'lifestyle' status
Brand will place its heritage at the heart of its marketing activity for its 30th anniversary year.
Diet Coke brings back the hunk
Diet Coke teases 30th anniversary ad campaign online, featuring the return of the Diet Coke hunk.
Q&A: Coke NWEN brand director Hilary Quinn
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.
Coke and WWF launch polar bear initiative
The organisations hope to bring the plight of polar bears ‘closer to home’ for consumers with joint marketing push.
Coca-Cola and (RED) launch app to combat HIV
Endless runner game launched to raise money for The Global Fund to fight AIDs.
2012: The year in food and drink
Marketing Week takes a look at the biggest stories in the food and drinks industry in 2012.
