Since James Quincey took over as Coca-Cola Co. CEO in May, the company in earnings calls and investor presentations has been selling itself as a “total beverage company” with a product portfolio that goes beyond its namesake cola brand. On Sunday night, the marketer will bring that message to a national audience with a TV ad that is part of a new corporate branding campaign.
The spot, airing during NBC’s “Sunday Night Football” broadcast, seeks to reintroduce the beverage giant to Americans as the company completes a decade-long refranchising initiative that returns ownership of local bottlers to independent companies. In doing so, Coke sold off capital-intensive manufacturing and distribution operations as it evolves into a company with a central focus on marketing and innovation.
Read more at AdAge: http://adage.com/article/cmo-strategy/coca-cola-s-corporate-brand-campaign-moves-soda/310490/
SCREENCHOW 