"Every generation has to be recruited into being a drinker of Coca-Cola and a lover of Coca-Cola. Music, sports, mobile, gaming, social, and all the places teens are spending their time, is where it is absolute critical for us to keep this really consistent brand highly relevant."
I had the privilege of spending some time with one of our industry's leading marketers, Wendy Clark, President, Sparkling Brands & Strategic Marketing, Coca-Cola North America. Coca-Cola is one of the world's best global brands, and was named the 2013 Cannes Lions Marketer of the Year. At the 2015 Cannes Lions Festival of Creativity, Wendy was the jury president for Creative Effectiveness, the first marketer to hold a jury president position.
Watch as Wendy and I discuss how Coca-Cola has kept the brand relevant for 129 years, Coca-Cola's 100 year celebration of their contour bottle, how important content marketing is to the brand, and how they use data to inform creative.