Coca-Cola shifts ad strategy to ‘accelerate’ low sugar variants and boost sales
Coca-Cola has revamped its global advertising strategy to promote all of its products at the same time to boost sales as consumers continue to cut back on sugary drinks amid health concerns.
The drinks maker has scrapped its 2009 tagline ‘Open Happiness’ in favour of a new brand communication ‘Taste the Feeling’, to fit under its ‘One Brand’ strategy that it introduced last year to unite its multiple variants such as Coke Life and Coke Zero.
Announcing the news at a press conference in Paris today (19 January) the company’s chief marketing officer, Marcos de Quinto, said that the new strategy comes Read full story ›
Source: The Drum
