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‘When you get the relevance right the consistency pays off in spades’ – Coca-Cola’s Wendy Clark on keeping the brand fresh

on Jun 24, 2015 | 0 comments

By Seb Joseph

When it comes to marketing at Coca-Cola relevance and consistency are the secret recipe for success according to VP sparkling brands Wendy Clark.

Addressing an audience at Cannes Lions today (24 June), Clark said that in order to stay fresh as a 123 year-old brand the two parts need to come together with scale to keep engaging Coca-Cola’s target audience.

“It’s actually one of our core strengths,” she said. “Consistency, times relevance, done at scale and done over time – those four things have been at the core of what Coke has done…No brand manager comes to Coke and says I’ll change Read full story ›

Source: The Drum