Coca-Cola’s CMO explains why its ‘One Brand’ marketing strategy is going global
The ‘One Brand’ strategy, which brings its four product variants – Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life – under the Coca-Cola master brand instead of being marketed as separate products, was first launched in the UK market back in March.
However Coca-Cola is now expanding the marketing strategy globally after the “successful trial” and will begin to advertise its four main products together under one master brand via the new ‘Taste The Feeling’ messaging.
Here CMO Marcos de Quinto, speaking at an event in Paris today (19 January), explains how the strategic shift to market all its products Read full story ›
Source: Marketing Week
