Coca-Cola explains move to scrap brand campaigns in favour of ‘One brand’ plan

Coca-Cola is harmonising its four distinct brands into one marketing strategy that scraps brand campaigns in order to level the playing field for its smaller Coca-Cola Zero and Coca-Cola Life brands to grow in a more cost-effective way.

The marketing mindset of the world’s largest soft drinks maker is changing.

Spurred by a new CMO and the swelling need to sweat marketing harder, Coke is worried the lingering untruths about the tastes of its drinks could curtail efforts to generate more than 50 per cent of cola sales in Great Britain from lower and no calorie by 2020.

“We haven’t communicated the tastes of our drinks that well and as a result people aren’t making informed choices,” Coke’s GB marketing director Bobby Brittain told The Drum. For instance, five out of 10 consumers do not realise Coca-Cola Zero is a no sugar, no calorie drink.

via News


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