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Coca-Cola's Anatomy of Growth

What exciting growth initiative(s) has Coca-Cola has undertaken this year?

In January 2016, the Company’s Chief Marketing Officer, Marcos de Quinto, revealed a new ‘One Brand’ global marketing strategy that, for the first time ever, unites Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola Life under the iconic Coca-Cola brand positioning. The ‘One Brand’ Strategy:


  • Extends the global equity and iconic appeal of original Coca-Cola across the Trademark, uniting the Coca-Cola family under the world’s number one beverage brand.
  • Comes to life in a global campaign – “Taste the Feeling” – that uses universal storytelling and everyday moments to connect with consumers around the world.
  • Features the product at the heart of the creative, celebrating the experience and simple pleasure of drinking a Coca-Cola, any Coca-Cola.
  • Underscores the Company’s commitment to choice, allowing consumers to choose whichever Coca-Cola suits their taste, lifestyle, and diet.


In addition to the launch of the ‘One Brand’ global marketing strategy in early 2016, this Summer, Coca-Cola activated the Rio 2016 Summer Olympic Games. As one of the longest standing partners of the Olympics Games, this global platform is critically important to the brand. In the 88th year of this special partnership, Coca-Cola celebrated with fans across the world the gold feeling that comes from accomplishing something great, however simple, in an everyday moment.

The campaign, #ThatsGold, came to life in August through a global television and print campaign, the Olympic Torch Relay, Global Influencer network and on-the-ground activations including Coca-Cola Olympic Station – a hotspot for teens in Rio de Janiero.

For more on our Rio 2016 activation, visit:

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