Coca-Cola. A name that is more universally recognized than any other in the world. That’s the power of Coca-Cola’s brand. Some will say it’s the flavor, but for millions, it’s the way Coca-Cola makes them feel. A brand that’s always evolving, Coke’s brand promise of fun, freedom, and refreshment resonates nearly everywhere. The company excels at keeping the brand fresh while maintaining a powerful sense of nostalgia that unites generations of Coke lovers and reinforces consumers’ deep connections to the brand. Its edgy campaigns continue to push boundaries, and Coca-Cola reinforced its values through celebratory promotions relating to its 125th-year anniversary (“Sharing Happiness”) and the London Olympics (“Move to the beat”).
Though Coca-Cola sold millions of beverages on the Olympic grounds in London this year, the brand’s real returns have come from global viewership. According to a survey released in July by Research Now, Coca-Cola scored over 90% in brand awareness among respondents from the US, Canada, UK, France, Germany and Australia. One of the few marketing platforms that are relevant to a global audience, the Olympics have allowed Coca-Cola to solidify a powerful association in the minds of billions. Through its consistent presence at the Games, Coke, a sponsor since 1928, continues to build its brand strength, reach, and impact every time the Olympic torch is lit.
Yet, despite its enormous size, Coca-Cola has proven to be nimble, flexible, and innovative, adapting to local markets and new eras without diminishing its legacy. The brand continues to embrace digital, expanding its impressive online presence and engaging with consumers via its “Coca-Cola Music” promotion. Also progressing in the area of corporate citizenship, Coca-Cola gained accolades for its advanced water recovery system this year and received high ratings for employee diversity and sound workplace policies for LGBT associates. In a bold collaborative move with musical artist will.i.am, Coca-Cola has also launched the EKOCYCLE brand, a stand-alone initiative that encourages recycling and sustainability among consumers through lifestyle products made in part from recycled material. Coca-Cola may be 126 years old, but with more than 50 million fans on Facebook, 1.8 billion Coke products consumed daily and 3,500 beverages in its diverse portfolio — Coke’s still got it.