Tag Archives: coca-cola

Coke cans ‘totally tropical’ Lilt

After 50 years Coca-Cola is dropping its ‘totally tropical” Lilt brand – to be rebranded as Fanta Pineapple & Grapefruit. Which, as we’re sure you’ll agree, trips off the tongue. Oh well, a reminder of the days when commercials scripts ...

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Creative Vega moves in at Ogilvy and Coca-Cola’s OpenX

The trend for big ad holding companies to hire client-specific creatives continues with Guillermo Vega, former CCO of Saatchi & Saatchi in London and before that senior at 72andSunny and Wieden+kennedy, as Ogilvy’s global creative lead on Coca-Cola, now ensconced ...

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Is the Qatar world cup a sponsor’s dream or nightmare? Coke is first up

The increasingly controversial FIFA World Cup in November is hoving into view and Coca-Cola, a main sponsor since 1978, is kicking off its marketing effort with ‘Believing is magic,’ a spin on its ‘Real Magic’ platform. With, presumably, marketing partner ...

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WPP’s new Coke agency Open X wants the world to sing along with Sprite

Coca-Cola appointing WPP as its lead agency for just about everything last year was probably just about the most significant account move and the mighty resources of WPP’s newly-minted Open X team have now produced a new global “platform” for ...

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WPP lands massive Coca-Cola global marketing task

Take that Publicis: WPP has ended Publicis Groupe’s run of big account wins with the biggest of the lot, Coca-Cola’s global network business encompassing creative, media and much else. Coke’s global adspend is currently about £3bn although, presumably, that’s set ...

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Coke changes platforms in search of ‘Real Magic’

Another day, another “platform,” this time it’s Coca-Cola with ‘Real Magic,’ the first time it’s changed platforms (as you do) since 2016. CMO Manolo Arroyo explains it thus: “Coca-Cola is a brand defined by dichotomies: humble but iconic, authentic yet ...

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