Marketer of the Year: Coca-Cola
November 22, 2011 by Kevin Michael Gray
It's hard to believe that Coca-Cola has been around for nearly 125 years. Respect should be given where respect is due which is why today we tip our hat's to a company that has done a fabulous job at defining, creating, emerging, and even engaging with it's brand. Today's featured article comes from AdAge.com and showcases some rights (and wrongs) of the mega company. Read more below:
In its 125 years, Coca-Cola has been one of the world's most dependably good marketers. But there have been rougher times, as Joe Tripodi isn't afraid to admit.
"We honestly believe that the company, probably 10 years ago, lost its way through arrogance, hubris," said the chief marketing and commercial officer at Coca-Cola.
In mid-2007, as Mr. Tripodi was leaving a successful run at Allstate for the beverage giant, his challenges as outlined by Ad Age at the time included: reverse Coke's perception as a sluggish, hidebound marketer; find some consistency with its advertising -- and agencies; and reduce its dependence on its flagship drink.
Today, with a team of both relative newcomers and company veterans, including lieutenant Wendy Clark, senior VP-integrated marketing communications and capabilities, Coca-Cola is it again. It's a marketing model not just for mega multinationals looking to share best practices from around the world but also a case study for how upstart and mid-size brands, of which Coca-Cola has amassed many, can use creative stunts and strategic partnerships to get a lot done on a smaller budget.
And 2011 was a year for the record books.
Diet Coke bypassed Pepsi to become the country's No. 2 soda brand, under the leadership of Katie Bayne, president-general manager sparkling beverages, and Beatriz Perez, former CMO-Coca-Cola North America and the company's current chief sustainability officer. The company added not one, but two billion-dollar brands with Del Valle and Minute Maid Pulpy -- the latter, born in China, is the company's first billion-dollar brand to have launched in an emerging market. Coca-Cola topped Interbrand's most-valuable global brands list for the 12th year. And the company's flagship brand demonstrated that it only gets better with age: Coke is leading the company's growth, with volume up 3% worldwide year-to-date.
"Because of the scale and size of Coca-Cola, we have to have a culture that encourages us to share the learnings and failures, the good, the bad and the ugly," said Mr. Tripodi. "We've got a team of people around the world that is less concerned with getting credit and more concerned with getting behind a great idea."
There have been plenty of those this year. Fanta's volume is up 3% year-to-date on the heels of "Less Serious," a global campaign steered by Jonathan Mildenhall, VP-global advertising strategy and content, that runs in 190 countries. Minute Maid's quirky "Wake Up Your MMOJO" campaign from Doner took orange juice beyond the breakfast table, attracting men and young adults. Diet Coke teamed with StyleCaster, introduced a fashionable limited-edition can and launched new 15-second spots -- all part of a beefed-up marketing calendar, as Alison Lewis, senior-VP North America marketing, looks to keep the soda in its No. 2 slot.
