Coca-Cola Debuts First New Global Brand Position in More Than 5 Years

Amid flat sales, agency reviews and portfolio revisions, the company declares magic is real in a redefining campaign


Coca-Cola, both the brand and the company, has been dealing with a lot lately.

First, the business is reviewing its creative and media accounts to “fundamentally transform and dramatically improve the effectiveness and efficiency of our marketing investments,” a Coca-Cola spokesperson told Adweek in December, when the news surfaced.

The company is also shedding multiple underperforming brands, such as Tab diet soda and Zico coconut water, while pouring more resources into products better positioned for the future, such as Aha

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