This will take consumers away from direct associations of Coca-Cola with sugar, thus will help them make healthier choices in favour of zero or low-calories variants.
Building on its previous success in the UK, this campaign will be massive and multi-platform, and roll out across digital, TV, social media and in-store activations.
Coca-Cola's advertising agency Ogilvy and Mather Paris has created a TV and digital ad with a fairy-tail narrative about the birth and evolution of the contour bottle.
This figure has been gradually decreasing since February 2012—from 37%.
The brand has researched that 80% of women write negative posts on social media about their own appearance.
Evolution from "big data" to "intelligent data," controlled second-screen synchronization, more creative and "brand-aware" programmatic, boom of native ads, invasion of ads on Vine—these and five other trends have been spotted by Kantar's media analytics company.
Among the top three threads for business growth, CEOs named state over-regulation (78%), lack of specialists with key skills (73%) and government fiscal policy towards budget deficit (72%), followed by geopolitical uncertainty (72%), increasing taxes (70%), and lack of cyber security (61%).
Interestingly, many successful consumer brands such as PepsiCo, Nike, Facebook, McDonald's or Unilever are absent from the ranking.