Coca-Cola’s 2023 Christmas ad ‘The World Needs More Santas’ and its 1995 classic ‘Holidays are Coming’, both achieved “exceptional” scores on System1’s ad effectiveness ranking. However, Holidays are Coming reigns supreme, beating the 2023 ad and achieving the highest possible score.
Kindness is one of Coca-Cola’s “core values” and is this year the focus of its Christmas campaign.
Coca-Cola does not classify marketing spend as a “drag” on margins but rather part of its strategy to tap into growth opportunities, said CEO James Quincey.
Enhanced data capabilities have enabled Coca-Cola to understand better where and how its growth is generated, CEO James Quincey says.
The soft drinks giant credits work on lowering entry points through price-pack architecture and digitised B2B platforms after raising organic revenue forecast for 2023.
Around half of FMCG brands grew in value in 2022, with 88% of those who grew also seeing increased penetration in the year, according to Kantar report.
Increased marketing spend and innovation have helped the Coca-Cola brand return to the top 10 in Kantar’s most valuable brands list for the first time in 8 years.
Coca-Cola’s marketing has become much more digital, which is helping to attract previously hard-to-get consumers to its brands, CEO James Quincey claimed.
The Coca-Cola Company’s Javier Meza says the calibre of marketing talent in the business means he is ‘constantly learning’, despite having been at the company since 1998.
Despite mixed results from its expansion into the UK’s alcoholic market so far, The Coca-Cola Company believes there remains an opportunity to seize, starting with its new partnership with Jack Daniel’s.
After making its first “concerted” global push behind the Sprite brand last year, The Coca-Cola Company has now turned its attention to Fanta.
Brands must ensure marketers have time to use both data and human insight to build out a long-term strategy, research bosses at Coca-Cola and Philips argued on a panel today.
Despite a brand health wobble in the UK over the last decade, Sprite remains one of the world’s most valuable soft drink brands. With fresh investment behind its zero sugar variety, analysts believe it is well-positioned to grow The Coca-Cola Company’s status in the flourishing no sugar market.
Coca-Cola plans to drive both affordability and premiumisation to cater to different consumer needs and create growth in a ‘dynamic’ macroeconomic environment.
According to YouGov’s BrandIndex, Fanta’s brand was superior to Lilt’s on all key measures in 2022.