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.”
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.

About David Burn

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. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.