Once You’re The Real Thing It’s Hard To Pretend

“Candidly, our advertising has not been as consistently effective as it needs to be.” -Chuck Fruit, Coca-Cola’s Chief Marketing Officer
Coca-Cola issued a manifesto for change earlier this month. Admitting that they have under-invested in some of their core brands, the soft drink giant is prepared to spend an additional $400 million on advertising in the coming year. “Through innovation, leadership and execution, this company can be great again,” said Chairman-CEO E. Neville Isdell. “We’re not talking radical change in strategy, we’re talking about dramatic change in execution.”
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According to Ad Age the company is looking for less TV-dependent integrated marketing communications centered around one big idea.
Here’s an idea for free. Spend one percent of the $400 million increase on conversational media.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • clyde

    You;re kidding about Coke’s marketing officer being named Fruit, right?

  • http://adpulp.com David Burn

    I only kid about serious stuff.