Coca-Cola: brand profile
Can there be anyone reading this who doesn't know what Coca-Cola is? It is, after all,
the world's most famous, most valuable, most widely available brand. But the product has seen sales growth stall since the close of
the 1990s, as worldwide consumers develop a taste for other beverages. Coke initiated a painful restructuring, and then
launched its biggest-ever marketing campaign in 2001, with a new emphasis on local markets instead of global conformity.
Think Local, Act Local was the new strategy; but that too was slow to deliver results. Since then the group has struggled to
find new ways of lifting sales of its core product. One way has been with the steady introduction of new variants. The most
successful of these in recent years has been Coke Zero, a low-calorie version of the core brand designed to be more
appealing to male drinkers. It is also a big believer in high profile global sponsorships, most notably of the Olympics and FIFA football tournaments. See also the Adbrands profile of The Coca-Cola Company.
Which agencies handle advertising and marketing for Coca-Cola? Find
out more from Adbrands Account Assignments
Who are the competitors of Coca-Cola? See Non Alcoholic
Beverages Sector index for other companies and brands. Also see Best Global Brands ranking.
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Adbrands profile
Account assignments and selected regional contact information
Adbrands Company Profiles provide a detailed analysis of the history and current operations of leading advertisers, agencies and brands worldwide, and include a critical summary which identifies key strengths and weaknesses. Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets.
The Adbrands Company Profile of Coca-Cola summarises the brand's history and current market position.
| Coca-Cola |
Diet Coke |
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