Coca-Cola's New Marketing Formula

Marketing School - Digital Marketing and Online Marketing Tips

Eric Siu and Neil Patel

Marketing, Careers, Business

4.6 • 1.4K Ratings

🗓️ 29 September 2023

⏱️ 6 minutes

🔗️ Recording | iTunes | RSS

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Summary

In episode #2567, we unpack the mystery behind Coca-Cola's new marketing formula. Join us as we quench your curiosity and explore how one of the world's most iconic brands continues to innovate its marketing strategies. In this refreshing episode, we unveil the secret ingredients of Coca-Cola's marketing success, from bold campaigns to digital transformations, and sip on the insights that have made Coca-Cola a trailblazer in the beverage industry. Whether you're a marketing aficionado or simply a fan of that classic Coke taste, this episode will leave you craving the latest marketing flavors! TIME-STAMPED SHOW NOTES: (00:00) Today’s topic: Coca-Cola's New Marketing Formula. (00:11) Takeaways from a Wall Street Journal article on the subject. (00:41) An overview of Coca-Cola’s new marketing strategy. (02:03) Focusing on the core of the business and its values. (02:33) What makes Coca-Cola’s marketing approach innovative? (03:01) Important takeaways from their marketing strategy. (03:33) Coca-Cola’s focus on event-based marketing. (04:36) Why traditional marketing approaches are still relevant. (05:40) That’s it for today! Don’t forget to rate, review, and subscribe! Go to https://www.marketingschool.io to learn more! Links Mentioned in Today’s Episode: Don’t forget to help us grow by subscribing and liking on YouTube! Coca‑Cola ‘Coca-Cola CMO on Sidestepping the Culture Wars, Navigating AI, and Boosting Events Over Ads’ AnyRoad Leave Some Feedback: What should we talk about next? Please let us know in the comments below Did you enjoy this episode? If so, please leave a short review. Connect with Us: Single Grain << Eric’s ad agency NP Digital << Neil’s ad agency X @neilpatel X @ericosiu Learn more about your ad choices. Visit megaphone.fm/adchoices See omnystudio.com/listener for privacy information.

Transcript

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0:00.0	We are going to talk about Coca-Cola's new marketing formula.
0:04.6	So this piece came out from the Wall Street Journal, okay?
0:09.7	So here's what the headline says, those of you that can't see, it says, Coca-Cola's CMO on sidestepping the Culture Wars, navigating AI and boosting
0:16.5	events over ads. And so, I mean that the leaves kind of in there, but you can see so
0:21.5	they own Diet Coke, Sprite, PowerAid, Smart Water, and their brand overall it continues to fall like overall
0:29.7	volume share of the US non-alcoholic beverage market remains below its height so in 2013
0:34.5	is 28.9% last year it was 23.1% so it's continued to go down right but
0:39.5	still everyone knows Coca-Cola what they're doing is they kind of have a stance
0:44.1	that they're not gonna get involved.
0:46.0	Coca-Cola, that's not of all their products, right?
0:49.0	That's all their products.
0:50.4	That's all their products.
0:51.1	So it's actually decreasing quite a bit. Yeah, that's significant. So 6% on 29% or whatever whatever that ratio is.
0:59.4	So for them look at this they avoid the fray over human rights in China,
1:04.4	often out of running Olympic-themed displays, and they just don't want to endorse or
1:09.2	criticize any particular group, right?
1:11.2	And so, you know, a couple months ago we talked about the Budweiser marketing campaign and we're
1:14.6	not going to go too much into it, but, you know, at the end of the day, Coca-Cola stays clear of this stuff because
1:18.9	they're an international brand.
1:20.8	So they say, look, whatever your political preference is, whatever your political preference is whatever your religious
1:23.8	preference whatever your sexual preference we welcome absolutely everyone
1:26.9	but a different thing is to make a statement that basically favors one against the
	...

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