Entertainers Helping Sports Sponsorship Awareness Coke, AT&T To Sponsor "Conan" Shows In ATL Coke Unveils '13 Super Bowl Spot Advertisers Announce Super Bowl Ad Plans Mello Yello To Become NHRA Title Sponsor Empty Olympic Seats Not From Coca-Cola Olympic Marketing Notes Vikings, Univ. of Minnesota In Coke-Pepsi Conflict Rogge Reverses Course On McDonald's, Coke Deals IOC Questioned Renewing McDonald's, Coca-Cola Deals
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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).