LeBron James Starring In New Sprite Campaign Coca-Cola Going Big On Social Media Around Rio Emmanuel Seuge Set To Depart Coca-Cola Coke's Bea Perez Gets Expanded Authority Coke Scales Back Global Olympic Marketing Coca-Cola Takes Hit With Spieth Withdrawal Coca-Cola Releases New Ad Featuring Jordan Spieth White Sox Ink Deal With Coca-Cola Spieth Won't Have Coke Logo On Course Spieth Signs Multiyear Deal With Coca-Cola
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).