Beverage News

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

June 19, 2012
KEYWORDS Coca-Cola / Coke
/ Print / Reprints /
ShareMore
/ 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.

Multimedia

Videos

Image Galleries

Wine Riot - Chicago

Second Glass hosted Wine Riot in Chicago on May 2 and 3. Wine Riot offered attendees an all-access pass to hundreds of new wines as well as multiple educational sessions about different wine styles and varietals. (Photos by Jennifer Haderspeck)

6/25/14 2:00 pm EDT

Crafting growth: A look into the bourgeoning craft beer market

Learn how the beer segment is performing and where it is heading, what to consider before expanding your markets and innovations that are captivating consumer audiences.

Podcasts

Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI July 2014 cover

2014 July

The July 2014 Beverage Industry includes a cover story on the 2014 State of the Industry, as well as articles about PepsiCo Americas Beverages, Rooibee Red Tea kids line, and more. Check it out today!

Table Of Contents Subscribe

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.   

Best Beverage Categories

Which beverage category will perform the best in the second half of 2014?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
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

Webinars

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!

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px