With ‘Real Magic’, Coca-Cola is taking a fresh look at flavours, collaborations, distribution, and festive consumption, seeking inspiration from pop culture and its own storied past.
Coca‑Cola is ringing in the holidays by bringing back a well-loved activation.
Coca-Cola described the new relationship with WPP as “unprecedented” in its breadth and depth, as well as for the industry “given its geographical scale and reach". Dentsu will have a media role in some markets.
Beverage giant says it is reaping the rewards of a "more efficient and effective" approach to marketing. It is preparing for further change next year following the conclusion of its agency review, expected in Q4.
A global campaign landing in Australia introduces Coca-Cola's new no-sugar recipe, its more coherent branding and an unusual but welcome new direction in its advertising.
Drinks giant is beginning global agency review.
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