TITLE

Coca-Cola

AUTHOR(S)
Kramer, Louise
PUB. DATE
December 1999
SOURCE
Advertising Age;12/13/1999, Vol. 70 Issue 51, p30
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article discusses the marketing strategy of Coca-Cola Co. The company managed to transform its soda into a brand that promises to make the world a better place. The global beverage giant has done this by creating, and then nurturing, an array of brand symbols and slogans it continues to reinforce with feel-good advertising backed by the heaviest media spending in the beverage business. Coca-Cola's marketing story starts a new chapter in 2000 after recent troubles with sagging stock prices and product quality control in Belgium and elsewhere. the company plans to launch new advertising, packaging, and local merchandising programs for Coca-Cola Classic.
ACCESSION #
2582261

 

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