Coca Cola has been part of popular culture for over 100 years and has been called a "Vision Brand".
Its marketing and communication is purposeful and connects with its audience in a way that makes it stand out from its competitors.
Its mission is not about selling products but to create significant positive change in the world that makes the world a better place.
Coca Cola's mission statement
- To refresh the world
- To inspire moments of optimism and happiness
- To create value and make a difference
Recently they have realised that their marketing strategy that has worked well for them for decades needed to evolve and as such they are moving from "Creative Excellence" to "Content Excellence"
Creative excellence has always been at the heart of Coca Cola's advertising and they have decided that content is now the key to marketing in the 21st century on a social web...Read more of this article
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