Coca-Cola Re-Signs With SMI Through '20 MLS Signs Multiyear Deal With Coca-Cola Coke, Toshiba Sign On As Vegas Arena Partners Coke Debuts Drinkable Ad During Final Four Kardashian Featured In T-Mobile Super Bowl Ads Coke, Hornets Renew Long-Term Deal UM, Coca-Cola Ticket Promotion Pulled Coke Leery Of Pepsi Ads Near Daytona Brands Active Around World Cup Despite Protests Coke Goes Big With World Cup Campaign
SBD/26/Sponsorships Advertising Marketing
COKE'S NEW AD CAMPAIGN
Published September 26, 1994
In this week's BUSINESS WEEK, Maria Mallory chronicles the reasons for Coke's "eye-popping third-quarter worldwide volume increases of 12%." After years of "marginal market share growth, languid product development and stodgy marketing, Coca-Cola is revving up its fortunes. It's tweaking every aspect of global marketing, adding cutting-edge advertising, new packaging, product sampling, and high-profile sponsorships. It's also pushing new products out the door faster than ever before." Mallory notes that the "rejuvenation of Coke has become a personal quest" for Coke CEO Robert Goizueta (BUSINESS WEEK, 10/3 issue)....Coca-Cola has announced a bottling joint venture in South Africa and an additional $100M investment in Russia over the next three years (WALL STREET JOURNAL, 9/26).