Beverage News

Coca-Cola’s marketing focuses on ‘shared value’

June 19, 2012
KEYWORDS Coca-Cola / Coke
/ Print / Reprints /
/ Text Size+

Coca-Cola requires a deep and meaningful shared-value approach to appeal to consumers and stakeholders who increasingly judge companies and brands as much on the content of their character as the quality of the products and services they produce and market, according to a Cannes Lions presentation by Joseph Tripodi, executive vice president and chief marketing and commercial officer for The Coca-Cola Co., Atlanta.

In the presentation, Tripodi explained that he sees the company embarking on a journey to shared value that involves engaging in every aspect of the market, building cultural leadership and creating a network advantage as consumers and stakeholders move beyond brand loyalists and become brand advocates.

He also outlined some of the collaborative partnerships the company has built, which are not only creating shared value, but have fueled an explosion of new creative energy at the company, Tripodi said during the presentation.

In addition, Tripodi mentioned that shifts in demographics and attitude, new ways to communicate, new transaction technology and global conversations have created a marketplace unlike anything previously seen. Communication advancements are creating a revolutionary culture across the world that is “highly informed, empowered and instantly connected to sympathetic friends and allies everywhere and all the time,” Tripodi said.

“It creates a place where mob rules,” he continued in an excerpt shared by The Coca-Cola Co. “It is a marketplace where consumers have the tools to topple governments — where street art unites tens of thousands and inspires them to ‘Dance with Revolution.’”

Tripodi mentioned the power of the people in the 2008 U.S. presidential election as well as the Occupy movements last year.

“All of this has huge implications for our brands and companies and the way we engage with people because even in a revolution, our brands are still part of the cultural landscape,” he said. “As advertisers and marketers, what is our role in a world where consumers have this type of influence and power? A world where cultural revolution is alive … and the mob is actually the collective voice of wired, networked individuals.”

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.



Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.


Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI December 2014 cover

2014 December

The December 2014 Beverage Industry includes a cover story on craft beer's revenue growth, as well as articles about health and wellness trends, Foco, the best packages of 2014, and more. Check it out today!

Table Of Contents Subscribe

Styles of Craft Beer

Which style of craft beer will see the most growth in 2015?
View Results Poll Archive


Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   


facebook40 twitter    youtubelinkedgoogle+ icon 40px


Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!