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 head of brand strategy and creative at Bonehook in Portland, Oregon.