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 PNC Park Switching From Pepsi To Coca-Cola Tony Stewart Promotes Coke Zero 400 Coca-Cola Signs Four Olympians For Sochi Entertainers Helping Sports Sponsorship Awareness Coke, AT&T To Sponsor "Conan" Shows In ATL
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).