Marketing Week
Coca-Cola
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The top 100 most valuable global brands 2013
Tue, 21 May 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
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Playing it safe
Wed, 15 May 2013
Is fear of a social media scandal driving marketers to play it safe and revive old campaigns?
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Share a Coke campaign moves to TV
Fri, 10 May 2013
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.
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Soft drinks industry vows to be more proactive to ward off criticism
Wed, 8 May 2013
Soft drinks companies and BDSA harmony over seeding positive stories, rather than just reacting to criticism.
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Coke's top UK marketer Howorth steps down
Tue, 30 Apr 2013
Zoe Howorth to step down as Coca-Cola GB embarks on ‘biggest ever’ summer campaign.
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Coke puts consumers' names on pack
Mon, 29 Apr 2013
Company’s ‘biggest ever’ summer campaign aims to turnaround slowing sales and boost brand perception.
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The Marketing Week
Fri, 26 Apr 2013
Welcome to The Marketing Week, your guide to the good, the bad and the ugly in the marketing industry over the last seven days.
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Coke Zone rewards closure shows need for more than points
Tue, 23 Apr 2013
Brands wanting to build loyalty from consumers need to look beyond simple collection and redemption metrics for engagement.
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Coca-Cola to close Coke Zone points scheme
Tue, 16 Apr 2013
Coca-Cola shuts Coke Zone on-pack points rewards scheme following insufficient demand for collecting points.
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Innocent makes top marketer Lamont CEO
Mon, 15 Apr 2013
Douglas Lamont becomes CEO, while European marketing head Franz Bruckner takes on top group marketing role.
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Diet Coke and Tesco in crowdsourcing tie-up
Wed, 10 Apr 2013
Tesco customers offered chance to appear in Diet Coke’s 30th anniversary marketing.
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Coke revives Vanilla brand after six year absence
Wed, 3 Apr 2013
Vanilla variant returns with revamped branding following requests from social media fans.
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Pepsi outperforms Coke
Tue, 2 Apr 2013
Pepsi outperforms market leader’s growth despite heavy investment in marketing around the Olympics, says annual drinks report.
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Innocent launches TED-style events to push brand values
Tue, 26 Mar 2013
Smoothie maker looks to inspire a new generation of consumers - and reassure old ones following Coke takeover.
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Coca-Cola extends Olympic legacy push
Mon, 25 Mar 2013
Drinks brand and sports charity Street Games launch three-year Legacy 365 initiative to boost ongoing youth participation in sport beyond 2012.
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O2: 'Transparent experiences can solve brands crisis'
Thu, 21 Mar 2013
O2 and Coke marketing chiefs say recession has made customers more demanding of brands.
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Brands rev up for Formula One 2013
Fri, 15 Mar 2013
Coca-Cola, Sky and BlackBerry to put fan engagement at the heart of sponsorship activity.
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Coke brings anti-obesity push to UK
Wed, 6 Mar 2013
Soft drinks giant to air two UK TV ads and outlines new commitments in a bid to fight obesity.
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Case study: Diet Coke and its creative designers
7 March 2013
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.
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Coke's Innocent buy-out offers threats and opportunities
Mon, 25 Feb 2013
Taking total control brings brand management experience but could dilute entrepreneurial brand spirit.
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Coke increases stake in Innocent to near 100%
Fri, 22 Feb 2013
Co-founders to stand down from day-to-day running of the business as Coca-Cola buys out their shares.
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Coke seeks to become more 'collaborative'
Tue, 12 Feb 2013
CEO Muhtar Kent reaffirms vision to get better at ‘collaborating, innovating and listening’ as European sales drag.
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Diet Coke signs Marc Jacobs as creative director
Wed, 6 Feb 2013
Fashion focused drinks brand confirms collaboration with designer for 30th anniversary year.
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Diet Coke looks to past to retain 'lifestyle' status
Mon, 28 Jan 2013
Brand will place its heritage at the heart of its marketing activity for its 30th anniversary year.
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Diet Coke brings back the hunk
Thu, 24 Jan 2013
Diet Coke teases 30th anniversary ad campaign online, featuring the return of the Diet Coke hunk.
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Top 5 snowy ads
Fri, 18 Jan 2013
Marketing Week’s pick of the best snow-themed marketing campaigns.
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Q&A: Coke NWEN brand director Hilary Quinn
Fri, 18 Jan 2013
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.
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Coke and WWF launch polar bear initiative
Tue, 15 Jan 2013
The organisations hope to bring the plight of polar bears ‘closer to home’ for consumers with joint marketing push.
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Coca-Cola and (RED) launch app to combat HIV
Fri, 21 Dec 2012
Endless runner game launched to raise money for The Global Fund to fight AIDs.
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2012: The year in food and drink
Wed, 12 Dec 2012
Marketing Week takes a look at the biggest stories in the food and drinks industry in 2012.
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Brands placing greater faith in the crowd
Mon, 12 Nov 2012
Brands are stepping up consumer participation to optimise their strategies.
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Coke 'Holidays are Coming' ad returns
Thu, 8 Nov 2012
Coca-Cola to kick off Christmas campaign this weekend.
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Olympic marketing boosts Coke volumes
Tue, 16 Oct 2012
London 2012 marketing boosted Coca-Cola’s share but unfavourable pricing and currency stunted revenue growth in the third quarter.
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Data collection gets innovative
Data Strategy 11 October
Brands are looking at ever more innovative ways to collect consumer data - from QR codes attached to gravestones to vending machines that inform future fizzy drink flavours, but consumers are demanding a fair exchange for their information.
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Coca-Cola tops InterBrand's 100 'best' brands
Tue, 2 Oct 2012
Coke retains the top spot in a list dominated by technology brands.
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Brands and Bond
Thu, 20 Sep 2012
Marketing Week rounds up the best marketing campaigns around the upcoming release of the latest James Bond film Skyfall.
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Coca-Cola bids to be less 'secretive'
Wed, 19 Sep 2012
Soft drinks giant intends to roll out more crowdsourcing projects to solve its business challenges as it looks to become more ‘translucent’.
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Q&A with Innocent marketing director Douglas Lamont
Thu, 6 Sep 2012
Innocent marketing chief on maintaining its tone of voice, the Olympics and the company’s relationship with majority shareholder Coca-Cola.
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Coke crowdsources with 50m Facebook fans
Tue, 4 Sep 2012
Drinks brand asks Facebook community to crowdsource ideas to help make the world a happier place.
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Coke sorry for Greece Olympic blunder
Mon, 20 Aug 2012
Drinks business issues apology to Greece for removing the country from an Olympic map.
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Coke restructures global businesses
Tue, 31 Jul 2012
Soft drinks company to organise itself into three divisions to intensify its focus on key markets.
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Ten brands that gain the most admiration from marketers
Tue, 31 Jul 2012
A new list of brands that are most admired by marketers, seen exclusively by Marketing Week, closely matches those that are loved by consumers.
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Coke launches online campaign for Vitamin Water
Mon, 30 Jul 2012
Soft drinks giant aims to bolster Vitamin Water with online campaign launching this week to support nationwide experiential and sampling activity.
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Coke launches sustainability ad series
Thu, 26 Jul 2012
Coca-Cola rolls out press ads as it looks to ward off ongoing criticism about its sponsorship of the event.
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Q&A: Coke on the importance of sampling
Thu, 12 Jul 2012
Marketing Week speaks to Coca-Cola about why sampling has been so important to the company for the last 200 years.
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Coke ‘heroes’ youth in Olympic ad
Wed, 11 Jul 2012
Latest Coca-Cola spot looks to build excitement before the Games by using real imagery of its ‘Future Flames’ from torch relay.
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McDonald’s, Coke defend Olympic choice
Tue, 10 Jul 2012
Brands defend their sponsorship of the Games after the president of the IOC said there was a ‘question mark’ over their involvement.
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Coke: Don't forget ‘real world’ in digital race
Wed, 27 Jun 2012
MWL 2012: GB marketing chief stresses the importance on ‘physical’ marketing such as in-store and packaging.
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Coke allows consumers to create own brands
Thu, 21 Jun 2012
Coca-Cola is bringing its “Freestyle” vending machines - which can dispense more than 100 soft drinks - to the UK.
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Coca-Cola confirms Olympic TV show
Wed, 20 Jun 2012
Beat TV to be broadcast on ITV2 every weekday during the Olympics.
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Coke: ‘Take a leap of faith on social'
Wed, 20 Jun 2012
Cannes 2012: Coca-Cola CMO Joseph Tripodi says lack of concrete measurement tools should not be a barrier to use digital marketing.
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Coke CMO slams ‘short-termist’ Facebook critics
Tue, 19 Jun 2012
Cannes 2012: Coca-Cola CMO Joseph Tripodi says marketers must not underestimate the long-term role that Facebook will play for brands.
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Coke and Nike partner to drive eco R&D
Wed, 6 Jun 2012
Coca-Cola, Ford, Heinz, Nike, and Procter & Gamble team up to develop plant-based eco materials.
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Coca-Cola to put mobile first
Thu, 17 May 2012
Soft drinks giant growing its entire digital budget and using mobile as the ‘starting point’ for all online campaigns.
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Coke inks deal with Spotify to boost music
Thu, 19 Apr 2012
Soft drinks maker and music streaming service partner to cross-promote services.
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Coca-Cola hails marketing for profit boost
Tue, 17 Apr 2012
Drinks manufacturer backs marketing and global cost-cutting initiative to build on Q1 profit boost.
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Brands sign calorie reduction pledge
Mon, 26 Mar 2012
Coca-Cola, Mars and Tesco are three of a raft of brands and retailers that have agreed a deal with the government to reduce calories.
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Coca-Cola launches campaign for new bottle size
Tue, 20 Mar 2012
Coca-Cola is launching an outdoor campaign to promote its first new bottle size in 20 years.
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Diet Coke to extend fashionista strategy
Wed, 14 Mar 2012
Strategy extended beyond original three-year timeframe after increased sales and brand love.
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Diet Coke recruits Jean Paul Gaultier
Thu, 8 Mar 2012
Designer takes on role of creative director to bring ‘humour’ to Diet Coke’s fashion-focused approach.
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Coke to ramp up Olympic mobile content
Fri, 17 Feb 2012
Coca-Cola will ramp up use of mobile and ‘real-time’ platforms to share content for its Move to the Beat campaign.
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Coca-Cola launches Move to the Beat TV ad
Thu, 16 Feb 2012
Coca-Cola has launched a TV ad featuring Mark Ronson and Katy B as part of its Move to the Beat campaign to support its London 2012 Olympic sponsorship.
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Coke Zero introduces new strapline
Mon, 13 Feb 2012
The Coca-Cola brand’s latest ad campaign is designed to position the drink as a “beacon of possibilities”.
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Oasis fresh new sponsor of Celebrity Juice
Wed, 8 Feb 2012
Coca-Cola juice drink Oasis is partnering with ITV2’s comedy panel show Celebrity Juice to amplify the brand’s “cheeky personality”.
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Coca-Cola to reinvest productivity savings into brand building marketing
Tue, 7 Feb 2012
…as the drinks giant credits “innovative, globally scaled marketing campaigns” for a 3% volume uplift in sparkling beverages.
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Sports sponsorship moves into the fast lane
19 January 2012
The cash it generated from sport sponsorship will soon overtake ticket sales, however brands now need to form commercial relationships and strategic partnerships on the basis of shared objectives rather than awareness.
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Diet Coke launches new “Love It Light” activity
Wed, 11 Jan 2012
Fashionista puppets return for latest Diet Coke campaign, which features a new partnership with Benefit cosmetics.
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Coke is old enough to play with its brand
8 December 2011
It’s hard work being the world’s most famous brand. Just ask executives at Coca-Cola. Yes, the title might come with enormous unaided brand awareness and a billion-dollar brand equity, but it also means that every strategic move you make goes under the media spotlight.
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Coca-Cola backs (RED) charity with $5m marketing commitment
Fri, 2 Dec 2011
Coca-Cola is to roll out marketing campaigns leveraging its global music programmes for the AIDS charity.
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Coke and McDonald’s in online unhealthy products promo ban
Mon, 28 Nov 2011
The world’s biggest food and drink companies commit to ban on website promotion of non-nutritious products.
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Coca-Cola to introduce more zero calorie ranges
Mon, 14 Nov 2011
Drinks company says EC decision to authorise use of natural sweetener stevia “paves the way” to deliver products with fewer calories.
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Coca-Cola readies Christmas blitz
Thu, 10 Nov 2011
Coca-Cola’s Santa Claus will return for the eightieth year on Saturday (12 November) when the soft drinks giant launches its annual festive marketing blitz.
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Celebrate the success of internal marketing
10 November 2011
Keith Moor, director of brand and communications at Santander, spends a whopping 40% of his time on internal marketing. At Marketing ...
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Family brands can reap rewards
10 November 2011
Brands that show family values make stronger connections with consumers, a survey exclusive to Marketing Week reveals.
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The vital connection between staff and the bottom line
10 November 2011
How brands can boost productivity by bringing together their employees.
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McDonald’s celebrates Coca-Cola’s 125 years with retro campaign
Fri, 28 Oct 2011
McDonald’s is giving away retro Coke glasses and launching a retro photo app as part of a campaign to celebrate Coca-Cola’s 125th anniversary.
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Creative content will fuel Coca Cola’s growth
Fri, 21 Oct 2011
Coke believes that collaborative creative content will help double the size of the businesses over the next decade.
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Coca-Cola says summer marketing made its brands fizz
Tue, 18 Oct 2011
European music-focused marketing campaigns have led to volume and revenue growth.
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Coke to broadcast live TV show during Olympics
Fri, 30 Sep 2011
Programme forms part of Coca-Cola's wider "Move to the Beat" Olympic activation campaign.
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Coca-Cola replaces packaging with more eco-friendly bottles
Mon, 12 Sep 2011
Coca-Cola is rolling out new packaging for its 500ml drinks range as part of its ambition to make all of its bottles from plant-based materials and recycled plastic by 2020.
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Coca-Cola Music aims to become “established music brand”
Tue, 16 Aug 2011
Coca-Cola aims to make its music marketing platform an “established music brand” in its own right, pitching it against companies such as iTunes and MySpace.
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Coca-Cola promotes marketer to vice president
Fri, 22 Jul 2011
Coca-Cola has placed marketing talent high in its senior ranks after elevating sustainability chief and former CMO Beatriz Perez to the position of vice president of the company.
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Coca-Cola marks anniversary with sparkling growth
Tue, 19 Jul 2011
The Coca-Cola Company is celebrating worldwide volume growth of 6% during its 125th anniversary quarter.
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Telling stories central to brand strategy plot
07 July 2011
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Facebook launches client council to develop ad ideas
Thu, 23 Jun 2011
Facebook is setting up a “client council” to help advise on marketing and advertising on its platform with Coca-Cola and advertising network McCann the first to join the body.
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Brands’ new challenge: turning conversations into transactions, says Coke
Wed, 22 Jun 2011
Cannes: Coca-Cola’s marketing chiefs have told brand owners that they need to work out how to turn social media activity into sales.
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Coca-Cola launches Olympic torch campaign
Fri, 17 Jun 2011
Coca-Cola has launched a multimedia campaign to promote its sponsorship of the London 2012 Olympic torch relay.
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Coca-Cola “most recognised” 2012 Olympic sponsor
Tue, 31 May 2011
Coca-Cola is the most recognised official partner of the London 2012 Olympic and Paralympic Games in terms of consumer brand awareness.
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Diet Coke launches Yahoo! fashion channel
Tue, 31 May 2011
Diet Coke has launched its first ever digital fashion channel, in partnership with Yahoo!, as part of the drink’s “love it light” campaign.
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Sponsors worried about “distressing” FIFA allegations
Tue, 31 May 2011
Football’s biggest sponsors have warned that the sport’s governing body must take swift action to deal with the controversy over alleged corruption or risk damaging the reputation of the game.
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Coca-Cola: Who drinks what?
Wed, 25 May 2011
Find out what happened when Marketing Week went to Coca Cola in Atlanta in our cover feature, click hereTo read about Coke’s dispensing machine which offers ...
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Online exclusive: The origins of marketing – the Coca-Cola way
Wed, 25 May 2011
Find out what happened when Marketing Week went to Coca Cola in Atlanta in our cover feature, click hereTo read about Coke’s dispensing machine which offers ...
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Behind closed doors at the world’s most famous brand
26 May 2011
To celebrate 125 years and elaborate on its 2020 growth plan, Coke opened the doors of its Atlanta HQ to Marketing Week. Top executives were buoyant about its pioneering attitude to marketing and looking to a future informed by past mistakes.
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If only Coke could bottle its optimism
26 May 2011
When I journeyed to Coca-Cola HQ in Atlanta, Georgia, to meet the people charged with growing theworld’s most famous brand (see cover story), I expected three days of self-congratulating fanfare, celebrations and bunting. It was, after all, the ...
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Coca-Cola puts focus on sustainability
Fri, 20 May 2011
Coca-Cola has created the new role of chief sustainability officer together with setting up a global office of sustainability.
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Relentless readies “no half measures” campaign
Thu, 12 May 2011
Watch the ad here.
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LOCOG to protect Olympic trademark search terms
Wed, 11 May 2011
The London Organising Committee of the Olympic Games (LOCOG) will crack down on brands that breach its advertising restrictions online, including bidding against trademark terms on Google, in the run-up to and during next year’s Olympic Games.
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Brand is powerhouse of business success
Wed, 11 May 2011
Millward Brown’s BrandZ top 100 global brands demonstrates what great marketing can do. The brands on the list have increased in value by more than 64% since the ranking started five years ago, whereas the S&P 500 companies’ value has decreased overall, as
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Viewpoint: Mark Ritson
Wed, 11 May 2011
Click here to read this week’s cover story, a full analysis of the BrandZ top 100 most valuable brandsHow can a 160-year-old financial service come accross as modern and flexible?
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Coke details 2020 plans
Wed, 11 May 2011
Coca-Cola has revealed how it intends to double its revenue by 2020.
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The best events come in bespoke packages
12 May 2011
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The most valuable brands in the world
12 May 2011
We scrutinise BrandZ’s top 100 list
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Coca-Cola “makes over mealtimes” in latest ad
Tue, 10 May 2011
Watch Coca-Cola’s latest ad here.
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Coca-Cola: A history in ads
Fri, 6 May 2011
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Coca-Cola sparkles globally but Europe flat
Tue, 26 Apr 2011
Coca-Cola has shown signs of a slowdown in European growth after reporting a revenue drop in its first quarter.
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Coca-Cola launches global 125th anniversary campaign
Mon, 18 Apr 2011
Coca-Cola is rolling out a new multi-platform “retro” campaign today (18 April) to mark its 125th anniversary.
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Diet Coke launches new TV ad
Tue, 12 Apr 2011
Watch it here
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Coca-Cola drops Wayne Rooney
Wed, 6 Apr 2011
Coca Cola has ended its sponsorship of controversial Manchester United star Wayne Rooney.
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When it comes to social media, Coke is it!
07 April 2011
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Oasis revamps to highlight association with food
Fri, 1 Apr 2011
Coca-Cola’s Oasis brand is launching an integrated marketing campaign to highlight how well the juice drink goes with food.
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Coke and Unilever call for collaboration over sustainability
Thu, 31 Mar 2011
Coca-Cola, Fairtrade and Unilever are calling for more collaboration between businesses and environmental groups to prove that sustainable business practices can be commercially viable.
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Diet Coke: A history through ads
Wed, 30 Mar 2011
Watch them here
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Soft drinks sales continue to fizz despite recession
Tue, 22 Mar 2011
Soft drink sales were resilient in 2010 despite a long winter and tough economic conditions, according to the 2011 Britvic Soft Drinks Report.
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Coca-Cola targets teenagers with global music push
Mon, 14 Mar 2011
Watch Coca-Cola’s ad here.
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Unilever completes leadership overhaul
Thu, 3 Mar 2011
Unilever has appointed Coca-Cola marketer Marc Mathieu to the newly created senior vice president (SVP) of marketing role.
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Coca-Cola fans to co-create with Maroon 5
Tue, 1 Mar 2011
Coca-Cola is planning a global campaign partnering with the band Maroon 5 based on the concept of a “24hr Session”.
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Innocent aims to double size of business in three years
Wed, 23 Feb 2011
Watch their new juice ad here
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Coca-Cola hails “inspirational” marketing as profit soars
Wed, 9 Feb 2011
Coca-Cola says “inspirational” marketing campaigns for its global brand portfolio helped lift revenue by 13% last year.
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Coca-Cola launches latest 'Open Happiness' campaign online first
Fri, 4 Feb 2011
Watch the latest Coca Cola ad here.
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Coca-Cola's Vitaminwater ad slammed for flu jab claims
Fri, 4 Feb 2011
Coca-Cola has been rapped by health campaigners in the United States for an advert that claims its Vitaminwater drink is more beneficial than a flu jab.
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Coca-Cola Vitaminwater ad banned
Wed, 19 Jan 2011
Coca-Cola has been censured for the second time in 18 months for “misleading” health claims made about its Vitaminwater brand.
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Coca-Cola unveils Christmas ad campaigns
Wed, 27 Oct 2010
Check out Coca-Cola’s Christmas campaign.
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Coca-Cola says marketing key to growth
Tue, 19 Oct 2010
Coca-Cola’s chief executive says marketing will play a key role in “defining new growth opportunities” for the rest of the decade.
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Jessica Ennis to front Powerade Zero campaign
Thu, 14 Oct 2010
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Coca-Cola unveils new GB marketer as consultation process ends
Wed, 6 Oct 2010
Coca-Cola has completed its pan-European consultation process and has promoted Zoe Howorth, marketing director for Schweppes and Flavours, to the new role of GB market activation director.
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Coca-Cola buys North American bottler outright
Tue, 5 Oct 2010
The Coca-Cola Company has completed the buy out of its North American bottler Coca-Cola Enterprises (CCE) as part of its strategy “to best serve the unique needs of our flagship market”.
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Coca Cola hits the catwalk
Fri, 17 Sep 2010
Coca Cola GB is to be the official soft drink partner of London Fashion Week and the London Fashion Weekend.
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Coca-Cola moves Oasis ad account into VCCP
Thu, 16 Sep 2010
Coca-Cola has appointed VCCP to handle its advertising account for Oasis juices, after Mother resigned the business.
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Coca-Cola world’s most valuable brand but Google rising fast
Thu, 16 Sep 2010
Coca-Cola is still the world’s most valuable brand but technology brands such as Google, Apple and Amazon that have seen their value increase the most in the past year, according to a study.
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Revlon names UK marketing chief
Wed, 15 Sep 2010
Revlon has appointed a new director of UK marketing as it restructures its global marketing setup.
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Coca-Cola could drop Rooney
Mon, 13 Sep 2010
Coca-Cola is said to be considering dropping Wayne Rooney over allegations that he had sex with a prostitute while his wife Coleen was pregnant.
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Coca-Cola brings Happiness Machine viral to the UK
Tue, 7 Sep 2010
Coca-Cola is unveiling a UK version of its Happiness Machine viral today (7 September) in a bid to extend its ongoing “Open Happiness” campaign across Britian.
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Coca-Cola aims to replicate US viral video success in UK
Wed, 28 Jul 2010
Coca-Cola is launching a UK version of its Happiness Machine viral, hoping to replicate its success in the US.
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Coca-Cola axes Lean Mean Fighting Machine after porn scandal
Tue, 27 Jul 2010
Coca-Cola has axed Lean Mean Fighting Machine from its digital agency roster, following a Facebook campaign for its Dr Pepper brand that included a reference to a porn film.
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Coke brings back Calvin Harris advert
Mon, 26 Jul 2010
Coca-Cola’s ’Yeah Yeah Yeah, La La La’ TV advert starring DJ Calvin Harris is making a return to the screens.
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Coca Cola admits to uninformed approval of Dr Pepper campaign
Wed, 21 Jul 2010
Coca Cola said it signed off an offensive update in the Dr Pepper Facebook competition without knowing what it meant.
