The problem? Soda fountains were limited to physical locations, and scaling the business through that model alone would be painstakingly slow. Coca-Cola needed a revolutionary ide…
As Pepsi promoted itself as the preferred soft drink of young people and launched an advertising campaign centred on a blind taste test, Coca-Cola's once-vast market dominance beg…
Lucie Austin, then the director of marketing for Coca-Cola South Pacific, received a 151-word creative brief in 2011 that gave marketing carte blanche to come up with an innovativ…
America's economy was on the verge of collapse in the late 1920s. Coca Cola's President Robert Woodruff was seeking a way to differentiate Coke from rival soft drinks and make it …
On January 18, 1971, Bill Backer, McCann Erickson’s creative director on the Coca-Cola account, was flying to London to meet Billy Davis, the Coca-Cola account's music director, t…
In the initiative to get a larger share of the market and increase consumption, Coca Cola launched a 100 ml bottle at Rs 5 called Chota Coke. Affordability was an important criter…
