Coca-Cola Will Enter Japanese Low-Alcohol Market

As we discussed before, Coca-Cola is a great marketing company. See How Coca-Cola Creates Stories and A Clever Ad: Coke and Recycling. Now, due to interest in healthier beverages, Coca-Cola keeps expanding its other product categories, such as juices and bottled water. As a result, Coca-Cola will enter Japanese low-alcohol market . Is this a […]

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How Coca-Cola Creates Stories

In October 2017, we talked about Ikea’s introduction of pet furniture. And we looked at its clever ad campaign. As part of our Ikea discussion, we showed a YouTube video on the making of its ads. Today, we consider how Coca-Cola creates stories to communicate with consumers. First, view the Ikea video.   Background of […]

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A Clever Ad: Coke and Recycling

In Great Britain, Coca-Cola has been running an entertaining and clever commercial to encourage recycling. Below are two videos: one that shows the commercial itself and another that describes the making of the ad. As reported by Alexandra Jardine for Advertising Age: “Coca-Cola Great Britain is encouraging people to think more about recycling with an […]

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Zarb at 50 (6): Presentation by Michael Venuti, Distinguished Alumnus

This year, Hofstra University is celebrating the 50th anniversary of its recognition of the business school as a distinct entity within the University, hence “Zarb at 50.” One of the anniversary events comprised well-attended videotaped presentations by President Rabinowitz and five distinguished alumni, followed by a reception. We are making the videos available in three ways: […]

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Is Coca-Cola’s One Brand Strategy a Good Idea for Other Firms to Apply?

In May 2015, Coca-Cola introduced a new “One Brand” strategy for its Coke-branded soda in several countries around the world. As reported by Larry Lucas (of Vivaldi Partners Group) for Forbes: “Coca-Cola launched a bold shift in branding, called the ‘One Brand’ strategy in 11 markets, starting with the U.K. The strategy calls for a […]

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How Honest Are YOU?

As consumers, we frequently worry about being cheated through dishonest business practices. So, a good counter balance would be: How honest are we? In summer 2013, Honest Tea, a unit of Coca-Cola Co., “put consumers’ honesty to the test with experiments in all 50 states and Washington, D.C. Overall, its National Honesty Index found that […]

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Can Coca-Cola Connect India and Pakistan?

The Coca-Cola Company is socially active around the globe. Its new interactive kiosk initiative demonstrates this well. As Christopher Hall reports for selfserviceworld.com: “The Coca-Cola Company recently put interactive digital signage-enabled and -connected vending kiosks in both India and Pakistan, hostile neighbors with simmering resentments that once were part of the same nation. Each vending […]

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Will Calorie Counts Stop the Criticisms Directed at Coke?

The answer to the question raised in the title above is probably no — especially with the most severe critics of the company and its soft drinks. Here’s what Coke is planning to do, as reported by Mike Esterl and Paul Ziobro for the Wall Street Journal: “Coca-Cola Co. is broadening distribution of its low-calorie […]

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Coca-Cola’s Italian “Happiness Table”

See how an Italian Coca-Cola delivery truck is transformed into a “Happiness Table” in a small square in Naples. Renowned chef Simone Rugiati is on a quest to have people eat together by delivering “doses” of happiness through a magic food cloche.”Let’s Eat Together.” Would this work in the United States?  

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How Coca-Cola Is Enhancing Brand Engagement

Coca-Cola has been a worldwide leader for more than a century, and this is no accident. The company has been an innovator in both its product positioning and its marketing strategies. Here is one more example. As Jeff Bullas writes: “Creative excellence has always been at the heart of Coca Cola’s advertising and they have […]

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