The Coca-Cola Company

The Coca-Cola Company advertising & marketing profile

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The Coca-Cola Company is the world's biggest drinks company, controlling more than half the global market in carbonated soft drinks as well as a substantial chunk of the somewhat larger non-carbonated segment. It owns four of the world's five best-selling soft drinks. Its principal brand is of course Coca-Cola itself, the world's best-known and most valuable non-technology brand. But the company also sells more than 500 other beverage brands ranging from variants like Diet Coke and sister products such as Fanta and Sprite to a vast range of carbonated and non-carbonated juice-based drinks, bottled waters, iced teas and coffees. Increasingly Coca-Cola has found that its sheer size works against it. Competition authorities now watch the company's every move, effectively ruling out the acquisition of anything other than marginal products; and market saturation, economic downturns in both emerging and mature markets and health concerns caused sales growth to stall for more than a decade. Since 2006, though, the company's performance has begun to fizz once again, mainly through aggressive development of non-cola products, including bottled water.

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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. See also:

Coca-Cola GB
Monster Energy

Recent stories from Adbrands Update:

Adbrands Daily Update 17th Feb 2020: "Wi-Fi is Down". The team at Argentinian creative boutique Hello managed to bring to life every work fantasy - OK, *almost* every work fantasy - that any office worker has ever had for this fabulous film for Benedictino, one of Coca-Cola's bottled water brands in southern Latin America, now in fruit-flavoured variants. It's a film worth watching and re-watching several times to appreciate the full range of different office freak-outs. We especially like the boss duck-taped to the central pillar. Fabulous!

Adbrands Daily Update 16th Dec 2019: Coca-Cola has reinstated the role of group chief marketing officer, two years after it phased out that position. Manolo Arroyo, currently regional president Asia Pacific, will take up the title at the beginning of next month, overseeing a new divisional structure that will include separate teams for creative, category, marketing operations, design and knowledge & insights. Arroyo will also retain responsibility for the APAC region. The change will accompany the retirement of former CMO Francisco Crespo, who shifted to a new role as chief growth officer in 2017. That position will not now be filled.

Adbrands Daily Update 1st Jul 2019: Coca-Cola and Monster Beverage resolved their differences over the launch of Coca-Cola Energy. Coke acquired a minority stake in Monster in 2015 and transferred its own collection of energy drinks to the smaller company. It also agreed not to introduce any new energy drinks of its own, but with one important exception: if they carried the Coca-Cola brand. After Coke announced plans to launch Coca-Cola Energy last year, Monster filed for independent arbitration of the situation. The arbitrators have now come back with confirmation that Coke may proceed. "The companies respect the arbitrators' decision and appreciate that the dispute was resolved amicably," said Coca-Cola and Monster in a joint statement. "While there was a disagreement between Coca-Cola and Monster over contractual language, the companies value their relationship and look forward to their continued partnership."

Adbrands Social Media 26th Jun 2019: "The School Pickup". Every mother (and more than a few fathers) know that kids can be a little - how can we put it? - fractious by the time they finish school at the end of a long day. It is a truth universally acknowledged all over the globe. Enter Coca-Cola, which is seizing on that fact for the launch of its first enhanced milk drink in Australia this month, under the Nutriboost brand. Here's the entertaining ad from McCann Sydney. It's also the first decent spot we've seen so far this week in the traditional post-Cannes lull. Come on guys, it's time to get back to work.

Adbrands Daily Update 25th Jun 2019: Coca-Cola Company extended its long-running sponsorship of the Olympic Games through a new partnership with Asian dairy giant Mengniu. The two companies will become official exclusive joint sponsors from the newly combined non-alcoholic beverages and dairy category until at least 2032. The price of the deal was not disclosed, but media estimates put the value in excess of $3bn including additional related media expenditure. The sponsorship covers the next five Summer and Winter Games, and will extend Coca-Cola's partnership with the Olympics to a remarkable 104 years. The relationship began with the Amsterdam Olympics in 1928. The big question is why Coca-Cola agreed to share its sponsorship with another company. The WSJ suggested the rising cost of sponsorship was a major factor, with the International Olympic Committee demanding ever-higher fees for a place among the Games' top sponsors. Combined revenues from top-tier sponsors have doubled in the current four year cycle to $2bn, and are expected to hit $3bn for 2021-2024.

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