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

The Adbrands Company Profile of Coca-Cola summarises the brand's history and current market position.

Other Brands

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Pulpy Del Valle
BonAqua Georgia Coffee
Apollinaris Aquarius

Recent stories from Adbrands Weekly Update:

Adbrands Weekly Update 5th Oct 2017: Coca-Cola acquired Mexican-American premium sparkling water Top Chico (or "little mole") for $220m. The water originates at a natural source in Northern Mexico, but the bulk of its sales are in the southern US, primarily Texas. The brand is already bottled and distributed by one of Coke's Mexican bottling partners.

Adbrands Weekly Update 18th May 2017: Another senior Coca-Cola marketer is leaving the company following a shake-up of operations under new CEO James Quincey. Former Naked partner Ivan Pollard, SVP, strategic marketing for the past six years, is leaving with immediate effect. Unusually for such a change, several influential former Coke marketers chimed in on the decision to suggest that Pollard's loss was a mis-step by the company. Wendy Clark, who now heads DDB North America, tweeted that Pollard is "One of the most talented people I've had the pleasure of working with. A sad day at the home of happiness." AirBnb CMO Jonathan Mildenhall responded with an endorsement of Clark's comment. Pollard is, he said, “a brilliant marketer & a g8 human being. If I were in charge there’s no way I wd let him leave. It’s just bad brand mgt."

Adbrands Weekly Update 11th May 2017: Coca-Cola's new CEO James Quincey made several further management changes. US operations president Hendrik Steckhan is taking early retirement and will be replaced by Stuart Kronauge, who also retains her role as SVP, US marketing. 

Adbrands Weekly Update 23rd Mar 2017: Coca-Cola announced the departure of global chief marketing officer Marcos de Quinto after a little over two years in that role. According to a statement, the 58-year-old has "has chosen to retire from the company". With apologies to de Quinto, we can't say we're especially surprised by the news. As regular readers will be aware we've not been keen on most of the rebranding changes or creative work implemented by him. Recent campaigns like "Pool Boy", an Ad of the Week here this month, were a case of too little too late, and were mostly the work of inhouse brand creative leader Rodolfo Echeverria. De Quinto will not be directly replaced. Instead marketing and commercial leadership is being consolidated in the new role of chief growth officer. Current Coca-Cola Mexico leader Francisco Crespo moves up into that role.

Adbrands Weekly Update 15th Dec 2016: Coca-Cola Company CEO Muhtar Kent will step down in May next year in favour of current president & COO James Quincey. "Having worked closely with James during the past 10 years of his 20-year career with our company," said Kent, "I know that his vast industry knowledge, expertise with our brands, values and system, coupled with an acute understanding of evolving consumer tastes, make him the ideal candidate to effectively lead our company and bottling system." Separately, the group also appointed its first ever chief digital marketing officer, David Godsman, reporting to group CMO Marcos de Quinto.

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Dr Pepper Snapple Group