Coca-cola consolidates marketing for namesake colas

NEW YORK -- Coca-Cola, under pressure as many people look to cut back on sugary drinks, is unveiling a new global campaign that for the first time unites its flagship cola with lower-calorie versions.

See Full Article

The Atlanta company says the "Taste the Feeling" campaign will feature Coke as well as variations such as Diet Coke and Coke Zero. The effort replaces its "Open Happiness" campaign, which launched in 2009.

Coke is underscoring the various options that it offers to consumers at a time when sugary drinks are increasingly linked to obesity. Globally, the company still gets about three-quarters of its sales full-calorie drinks that include Sprite, Powerade and Simply orange juice.

The company did not provide a breakdown of how much of its sales come from its traditional cola. But in a phone interview, Chief Marketing Officer Marcos de Quinto said it didn't matter whether original Coke ends up being just 20 per cent of sales over time.

The new strategy is meant to convey that all the variations are a single brand, rather than competing products with different personalities, he said. Individual markets such as the U.S. will determine how to adapt the global strategy locally.

In Chile, Russia and Spain, the company is already testing its Coke lineup with cans that look more alike. The top halves of Coke, Diet Coke and Coke Zero cans are all red, while the bottom halves denote the variation.

De Quinto said it was too soon to determine whether similar packaging would be rolled out elsewhere, but that the pilot has worked well in those markets.

The new campaign arrives as Coke struggles to push up sales, with its soda volume up just 1 per cent for the first nine months of the year. Coke CEO Muhtar Kent has promised to lift sales with stepped marketing.

In 2014, Coke spent $3.5 billion on ads, up from $3.3 billion the previous year. That reflects costs of print, radio and TV ads, but does not capture all the company's sponsorships and other marketing efforts.

Coke says the "Taste the Feeling" ads will play up the experience of drinking a Coke. Ads from the campaign released online Tuesday still featured regular Coke most prominently, with other versions making appearances.

The campaign will roll out around the world this year. It will include 10 television commercials and photographs that will be used for print advertisements, billboards, in stores and online.

Shares of Coca-Cola Co. are down 2.4 per cent over the year. PepsiCo is down 3.5 per cent.



Advertisements

Latest Economic News

  • National contest tries to convince students that lucrative sales jobs are 'sexy'

    Economic CBC News
    Sonya Meloff wants everyone to know that a career in sales is sexy. Not sleazy. "I think that sales is a really sexy job," says the founder of the Toronto's Sales Talent Agency. "You get to be at the forefront of representing a company, you're the one that gets to talk to the customers. Source
  • Report examines grim Bangladesh leather trade, links to West

    Economic CTV News
    DHAKA, Bangladesh -- Hazardous, heavily polluting tanneries, with workers as young as 14, supplied leather to companies that make shoes and handbags for a host of Western brands, a non-profit group that investigates supply chains says. Source
  • Notley: Keystone XL doesn't lessen need for Energy East, Trans Mountain

    Economic CTV News
    CALGARY -- Alberta Premier Rachel Notley says U.S. approval of the Keystone XL pipeline does not lessen the need for two other controversial proposals within Canada's borders. U.S. President Donald Trump announced the green light for the line more than eight years after Calgary-based TransCanada first applied for a cross-border permit. Source
  • Trump's Keystone XL decision sets up new fight in Nebraska

    Economic CTV News
    LINCOLN, Neb. -- U.S. President Donald Trump may have approved a federal permit for the Keystone XL pipeline, but the fight is far from over in Nebraska, the one state in its path that has yet to approve the project. Source
  • Toronto stock index extends rally, Wall Street mixed after 'Trumpcare' pulled

    Economic CBC News
    Specialist Stephen Naughton, left, and trader Michael Milano work on the floor of the New York Stock Exchange on Wednesday. North American equity markets finished mixed on Friday after U.S. Republicans withdrew their bill to overhaul Obamacare. Source
  • PepsiCo, Wal-Mart, Starbucks join YouTube ad boycott in U.S.

    Economic CTV News
    SAN FRANCISCO -- An advertising boycott of YouTube is broadening in a sign that big companies doubt Google's ability to prevent marketing campaigns from appearing alongside repugnant videos. PepsiCo, Wal-Mart Stores and Starbucks on Friday confirmed that they have also suspended their advertising on YouTube after the Wall Street Journal found Google's automated programs placed their brands on five videos containing racist content. Source
  • Debate renewed over economic benefits of Keystone XL pipeline

    Economic CTV News
    U.S. President Donald Trump is calling his administration's approval of the Keystone XL pipeline a new era for American energy policy. As expected, the State Department reversed a decision by the Obama administration and favoured energy development over environmentalists' objections to the pipeline, which will carry thick Canadian crude oil to Nebraska, where it can flow on to refineries along the Gulf Coast. Source
  • BRP could move Mexican production if NAFTA changes too onerous, says CEO

    Economic CTV News
    MONTREAL -- The company that makes Ski-Doos, Sea-Doos and Spyder vehicles says it could move production from Mexico if NAFTA changes result in hefty border taxes, but BRP chief executive Jose Boisjoli is hoping "common sense" will prevail during upcoming negotiations. Source
  • FCA to wind down transport operations in Windsor

    Economic CBC News
    Nearly 300 jobs could be eliminated at Fiat Chrysler Automobiles as the automaker winds down its FCA Transport operations in Windsor. "Retirement packages will be offered to eligible employees at the Windsor Assembly Plant, which includes FCA Transport," said a company spokesperson in a statement. Source
  • Dakota Access pipeline builder, U.S. government want lake crossing upheld

    Economic CBC News
    The company building the $3.8 billion US Dakota Access oil pipeline and the Army Corps of Engineers want a judge to reject a request by American Indian tribes to revoke permission for the project to cross a Missouri River reservoir in North Dakota. Source