Making Coke’s brand fizz (Coca-Cola’s future marketing plans in the context of its 125th anniversary)

Strategic Direction

ISSN: 0258-0543

Article publication date: 20 September 2011

Keywords

Citation

Brownsell, A. (2011), "Making Coke’s brand fizz (Coca-Cola’s future marketing plans in the context of its 125th anniversary)", Strategic Direction, Vol. 27 No. 10. https://doi.org/10.1108/sd.2011.05627jaa.004

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited


Making Coke’s brand fizz (Coca-Cola’s future marketing plans in the context of its 125th anniversary)

Article Type: Abstract From: Strategic Direction, Volume 27, Issue 10

Brownsell A.Marketing, May 2011, Start page: 28, No of pages: 4

Reports how, as Coca-Cola (“Coke”) celebrates its 125th anniversary, the marketers of this brand might find inspiration in past glories as they seek to ensure the success story of this brand continues. Suggests that, while the word “icon” tends to be overused in the field of branding, Coca-Cola is among the more deserving of the description, from conceiving its Santa Claus clad all in red in the 1930s, to the introduction of its distinctive contoured glass bottle. Illustrates the history and development of the drink from the point of view of the marketing efforts that have played a major role in its success by means of a timeline to record the major phases in Coca-Cola’s development. Concludes that the brand can still create special cultural moments in the decades ahead, while the company has a very ambitious strategy for the next ten years about what it wants to be by 2020.Article type: ViewpointISSN: 0025-3650Reference: 40AL407

Keywords: Brand management, Food industry, Marketing models, Marketing philosophy, Marketing planning, Marketing strategy, Marketing theory, Organizations, Soft drinks, Strategic marketing