Coca-Cola was named the best global brand in 2010. The document discusses Coca-Cola's global marketing campaigns, partnerships with major events like the FIFA World Cup, social media presence, and ability to tailor products to local markets while maintaining its legacy brand. It also notes challenges from health consciousness but that Coca-Cola is addressing this through programs promoting healthy, active lifestyles.

1. Coca-Cola:
2010 Best Global Brand

3. “...brand promise of fun, freedom, spirit and refreshment
resonates the world over...”
Global marketing campaign
rolled out worldwide in
the first half of 2009,
following the company's
"Coke Side of Life"
advertising campaign
Launched in American Idol &
commercials appeared in
SuperBowl and Oscars

4. “...it excels at keeping the brand fresh and always evolving – all
this, while also maintaining the nostalgia that reinforces
customers’ deep connection to the brand.”
Official Partner of the
FIFA World Cup
Major presence in
billboards, advertisements
and shops around the event
Coca Cola Celebration Mix,
“Waving Flag” became the
unofficial anthem of the
World Cup

5. “...it excels at keeping the brand fresh and always evolving – all
this, while also maintaining the nostalgia that reinforces
customers’ deep connection to the brand.”
Connect emotionally
with the audience
#1 iTunes hit in 17
countries
Invested $30M to Africa
Initiative which seeks to
provide clean water and
better sanitation for the
home of the World Cup

6. “For such a large brand, it operates quickly, flexibly and
innovatively, tailoring itself to local markets without tarnishing its
legacy. This includes different flavor profiles in each country...””
3,500 products in 200 countries
200 Coca-Cola bottlers and
bottling facilities worldwide, with
thousands of sales and distribution
centers that employ over 4 million
people
Coca Cola makes the concentrate
and the local bottlers can adjust
the sweetness to the preferences
of the local consumers
Source: http://urlaststop.qondio.com/coca-cola-and-why-they-are-successful

7. “For such a large brand, it operates quickly, flexibly and
innovatively, tailoring itself to local markets without tarnishing its
legacy. This includes different flavor profiles in each country...””
Japan’s Aquarius Active Diet Vietnam’s Samurai
Source: http://urlaststop.qondio.com/coca-cola-and-why-they-are-successful

8. “For such a large brand, it operates quickly, flexibly and
innovatively, tailoring itself to local markets without tarnishing its
legacy. This includes different flavor profiles in each country...””
Coca Cola has also begun to
take a more regional
approach to advertising,
translating slogans to phrases
tailored to each region
Source: http://urlaststop.qondio.com/coca-cola-and-why-they-are-successful

9. “It has adapted quickly to social media, with 11 million fans on
Facebook and 96,385 followers on Twitter as of August 2010.”
Facebook fans and Twitter
followers tripled after a year

10. “...providing US $305 million through the Coca- Cola
Foundation.”
Water Healthy & Active
Stewardship Lifestyles
Community Education
Recycling

11. “The brand is likely to face challenges as customers grow more
health conscious in the coming years, and soda is increasingly
taxed in the U.S. However, it is already thinking ahead with
aggressive targeting of fast-developing markets and programs like
Healthy Active Living which address this criticism head-on.”

12. “The brand is likely to face challenges as customers grow more
health conscious in the coming years, and soda is increasingly
taxed in the U.S. However, it is already thinking ahead with
aggressive targeting of fast-developing markets and programs like
Healthy Active Living which address this criticism head-on.”

13. Site Map
• Select Country & Language • Coca-Cola on Facebook
• Corporate Links • Coca-Cola on Twitter
• Our Company • Coca-Cola on MySpace
• Sustainability • Coca-Cola on YouTube
• Products • Open Happiness Music Video
• Heritage
• Investors
• Press Center
• Careers
• Contact Us
http://www.coca-cola.com/webstore/sitemap.html?WT.cl=1&WT.mm=footer8-sitemap-
red_en_US

14. Site Map

15. Coca Cola’s Website

16. Corporate Links

17. Our Company

18. Sustainability

19. Products

20. Heritage

21. Investors

22. Press Center

23. Careers

24. Contact Us

25. Coca-Cola on Facebook

26. Coca-Cola on Twitter

27. Coca-Cola on MySpace

28. Coca-Cola on flickr

29. Coca-Cola on YouTube

30. Coca Cola Philippines’ Website

31. Easy to use.
Maneuverability
Language can be selected.
Complete and exhaustive
information about the company
Content and the brand.
Predominantly red
(Coca Cola color)

32. Interactivity

33. Sales Promotions

34. Market Research

35. Market Research

36. Community

37. Facebook & Twitter
Brand Awareness
News & Updates
Promotions
Customer Contact Point

38. Coca-Cola:
2010 Best Global Brand