Coca-Cola introduces new brand platform as it vows to take a stand on social issues

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Integrated Marketing Communications (IMC), Product Brands and Branding, Relationship Marketing.

Description: Coca-Cola is launching a new brand purpose, ‘Better when we’re open’, in Europe that will form the basis of its marketing this year and next as it looks to show it is a brand with a point of view.

Source: MarketingWeek.com

Date: Feb 13, 2020

Link: https://www.marketingweek.com/coca-cola-marketing-brand-purpose/

Questions for discussion:

  • What do you think of the firm’s branding image?
  • How do you think it will be received by the markets around the world?
  • What are the risks?