By Seb Joseph

Coca-Cola has unveiled the workings of its ‘One Brand’ marking the first ever time the company will market its entire range in the one global campaign.

The soft drinks brand had switched its pan-European marketing under the umbrella strategy early last year and will now market the entire Coke range this way in all its markets. It’s the first major campaign to be led by chief marketing officer Marcos de Quinto, who replaced Joe Tripoldi last February.

Uniting Coca-Cola, Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola Life under a single banner, the strategy will look to tap “universal storytelling and Read full story ›

Source: The Drum