Beverage Industry

Coca-Cola revamps website using digital magazine format

November 15, 2012

The Coca-Cola Co., Atlanta, replaced its corporate website with Coca-Cola Journey, a rich, socially enabled digital platform.

Coca-Cola Journey is a digital magazine that focuses on universally important topics, social causes and company news. It will feature original and curated content and is designed to spark dialogue and tell the story of Coca-Cola in a creative, refreshing way, the company says.

“Today, Coca-Cola is taking its digital communications to a new level,” said Clyde Tuggle, senior vice president and chief public affairs and communications officer with The Coca-Cola Co., in a statement. “Coca-Cola Journey is the most ambitious digital project Coca-Cola has ever undertaken, and we are doubling-down on our commitment to be a quality publisher of compelling content. We hope Coca-Cola Journey will be a place where people will share their curiosity about the world, engage in stimulating debate and find out what is at the core of Coke: our quality brands, our business, our people and our ever-expanding commitment to social good.”

Readers can browse regularly refreshed content by type (stories, opinions, brands, videos and blogs) or topic (brands, business, community, entertainment, environment, health, history, innovation and sports). In addition to in-depth feature stories brought to life with high-resolution photography, video and audio, Coca-Cola Journey also includes eye-catching infographics and a “Debate Board,” which polls readers on a range of Coke-related topics, it says.

The launch issue of Coca-Cola Journey features a cover story on Coca-Cola’s commitment to supporting schools in India, Chairman and Chief Executive Officer Muhtar Kent’s ‘Five Keys to Innovation,’ an interview with NASCAR driver Danica Patrick and more than 70 other  original pieces of content.

“We designed Coca-Cola Journey to be a sharp departure from how companies use their corporate websites,” explained Ashley Brown, director of digital communications and social media, in a statement. “Our corporate site is our most trafficked online property, so we wanted to create an experience that would make this incredibly valuable digital real estate work harder for us.”

Coca-Cola Journey will continue to house corporate content such as press releases, investor information, SEC filings, company reports, executive bios and job postings; however, its layout, design and editorial focus now more closely resemble a digital magazine than a company website, the company says.

“More than anything, we prioritized what creates a great user experience over the latest design trends,” Brown added. “We want to make sure that as our brand becomes a publisher, we do so in the most beautiful and functional way possible.”

Coca-Cola Journeyis the latest product to showcase continued investment by Coca-Cola in digital communications and social media. In September, the company launched Coca-Cola Unbottled, the company’s first corporate communications blog and real-time digital communications vehicle.

Coca-Cola Journey can be accessed at www.coca-colacompany.com.