Coke

Coca-Cola North America has just appointed a new head of marketing, Alison Lewis, and she takes the helm at a time when the beverage business and the communication tools available to it are in somewhat integrated flux.

Beverage retailing has always been a distribution business that was supported by marketing. For all of the talk about preference and choice, putting products in purchase situations in which there were few to no other options was the way to make money.

Coke & Pepsi are very active in social media and I think their hard work is helping to build up a “trust bank” with their audience. As has been widely reported, Pepsi took their Superbowl ad budget and instead of creating a set of iconic commercials they launched their “Refresh Everything” campaign, in which they asked their audience to come up with ideas to “refresh the world”, in the categories of health, the planet, art & culture, food & shelter, neighborhoods and education. 

by: Roger Dooley

But, a little sugar goes a long way