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Mashable, July 23, 2010 — An interview exploring the development of Coca-cola's "Happiness Machine" viral video, from conception to promotion.
Wall Street Journal, June 29, 2010 — The Coca-Cola Company's Africa strategy catalyzed by ~$600M in World Cup sponsorship spending
BusinessWeek, May 11, 2010 — Answering charges that their companies have damaged the environment, violated human rights, or harmed customers with defective products has become a part of life for many corporate managers. Allegations of misconduct coming from activist NGOs and other outside groups can threaten the reputation of any company—and therefore its commercial viability.
Marketing, March 10, 2010 — Coca-Cola Enterprises and Diageo Great Britain have teamed up to launch their biggest joint marketing campaign to date, in a bid to drive spirit and mixer sales in pubs and supermarkets. The activity will promote Gordon's and Schweppes Tonic, Pimm's and Schweppes Lemonade and Smirnoff and Coca-Cola,
Advertising Age, December 9, 2009 — At this year's Media Mavens annual luncheon in New York, Advertising Age honored 16 of the industry's most innovative thinkers from big name marketers including Kraft, Coca-Cola, Ford and Burger King.
Advertising Age, November 30, 2009 — If you want to follow the money in advertising, get a passport.
The Top 100 global advertisers spent 62% of their measured-media budgets outside the U.S. last year, according to Ad Age's Global Marketers study, which covers more than 90 countries, territories and regions from Algeria to Zambia. Eleven of the 44 U.S.-based companies among the Global 100 rely so heavily on international sales that they do more than half their ad spending abroad.
Advertising Age, November 22, 2009 — Amid some 200 analysts, investors and media last week, Coca-Cola CEO Muhtar Kent made a confession.
"There was a period when our company did lose its way," he said. "We were too internally focused and not focused enough on the changes taking place with our consumers and customers. In essence, we were too busy looking at the dashboard and were not sufficiently paying attention to the world outside of our windshield."
MediaPost Publications, October 22, 2009 — Giving new meaning to the term social media, Coca-Cola is enlisting a team of three young brand ambassadors to visit all 206 countries where the company's products are sold.
Dubbed "Expedition 206," the adventure throughout 2010 is expected to cover 150,000 miles in just 365 days. What are they expected to do at each destination? "Seek out what makes people happy and share their happiness and enthusiasm with the rest of the world."
Coca-Cola has selected a pool of nine potential ambassadors, from which consumers are now being asked to select three winners online at Expedition206.com.
Fast Company, October 1, 2009 — The image on the Webcam is grainy but unmistakable: a blond woman, likely in her thirties, steps up to a shiny silver soda-fountain machine at a fast-food restaurant in Atlanta and plants a fat kiss on its side. The moment is unscripted and, as far as the woman knows, unwitnessed by anyone except a girl who appears to be her daughter, busily filling her cup. If great design is all about creating a bond between your product and your customer, this is clearly some kind of mechanized Cyrano de Bergerac, brokering the ardor between a consumer and her Diet Cherry Coke.
The reason for this public display of affection? It might be the fountain's astounding array of choices, more than 100 different Coca-Cola variants, including exotic hybrids such as Minute Maid... continue reading
Advertising Age, July 1, 2009 — Coca-Cola re-established a dedicated African-American marketing group in 2006. The beverage giant has spent the past few years testing programs and conducting market research. And in the first half of this year, those efforts have come to fruition, with four new campaigns for the Dasani and Coca-Cola brands.
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