Tag Archives: coca-cola

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 ...

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 ...

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 ...

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 ...

It’s the Lunar New Year of the Tiger (Water Tiger officially, South China Tiger for some) on February 1, the festival bringing families together. Coca-Cola is giving it all barrels in this cross-platform effort across ten markets from Ogilvy Shanghai: ...

Actually they weren’t but that was what Omnicom’s John Wren and Publicis boss Maurice Levy intended in 2013, described here by Stuart Smith. As merger rumours go, this one didn’t come much better. Omnipub. Or more probably Publicom. But let’s ...

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 ...

The result of Coca-Cola’s massive creative and media review (Coke spent over £3bn pre-lockdown, down from its previous levels) is reportedly imminent. We’d forgotten all about it as it began, incredibly, in January 2021 and seems to have morphed from ...

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 ...