Key Learnings & Innovations #cokemobility

Key Learnings & Innovations
– President and GM Sparkling Beverages
Coca-Cola North America
Presentation (.pdf)

Movement of Stories
– social content, brand content, brand experience built around consumers
– making owned media more social
– Depreciating asset or hard working media (delivery truck design)

Build Consumer Engagement Across all Assets
– 70% core 20% new 10% next
– Superbowl ads (70), lead up digital campaign (20), polar bowl (10)

– Market exploration and experimentation
– Learning: tracking
– Reappliction: evaluation


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