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.
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.
The roundup of the latest marketing news from the five big-name global brands.
Putting people at the heart of what a brand stands for seems to be a forgotten wisdom. Nonetheless some brands have unquestionably achieved this.
This month Coca-Cola Israel has launched a new marketing campaign "Stay Extraordinary" focused on individuality of each and every Diet Coke fan.
Following the successful last year's at-home recycling campaign with the retailer Sainsbury, the Coca-Cola's bottler CCE is launching another environmental effort "Recycling is the Answer" with Tesco in the U.K.
The circular economy, the alternative economic model that is pushing the tradition linear consumption schemes out of the picture now, is all about consuming wisely, giving back and saving more.
Some brands have really stood the test of time, ebbing and flowing but importantly surviving the lean times and flourishing when the zeitgeist allows them to really shine. Brands such as Levi's, Converse, Colgate, Ford, Wall's Sausages, Coca-Cola, all have the absolute right to talk about heritage and often do…