Coca-Cola Wants Consumers To Be Part Of Creative Process

According to ClickZ:

The Coca-Cola Company has morphed its longtime corporate Web site into an international brand portal with user-generated content in mind.
The new site, designed by AKQA, marks the first global integration of the company’s digital presence. It’s available in 26 countries and six languages, and will be promoted online and offline by brand managers in those regions.
“Throughout Coke’s history, we have seen people use the brand, its icons and heritage as a creative source,” said Marc Mathieu, SVP for global core brands, in a statement. “In the ’60s, it was Andy Warhol, today it’s people all over the world on the Internet developing their own interpretations of the brand. We believe the independent creative process is a vital part of our heritage. With this site we want to give a further opportunity for these imaginative minds to be part of our creative process.”

[via Random Culture]

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.