Can a New Global Campaign Help Coca-Cola Sell More Soda?

Experts: brand may have to consider inherent challenges of its product

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Coca-Cola is said to be looking for a new global campaign, having asked 10 roster agencies to pitch ideas that would resonate worldwide.

That's no easy task. Honing in on a universally meaningful and globally engaging message that transcends cultural and political boundaries while, at the same time, striking a personal chord with consumers is a conundrum of sorts. And, according to analysts, it might not even help buoy the brand.

That Coke is looking to revamp its marketing now makes sense.

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