"Coca-Cola`s Shift to a `One Brand` Strategy"

In March 2017, Marcus de Quinto (Marcus) retired as TCC’s global CMO. Thereafter, the company’s global marketing role was combined with strategy to create a new position ‘chief growth officer’ (CGO), responsible for driving growth across all strategic drink categories. Francisco Crespo (Crespo), president of Coca-Cola Mexico, was appointed as the CGO of TCC in May 2017. Going forward, the newly appointed CGO faced a multitude of challenges including slumping carbonated beverages sales, intense competition, dramatic shifts in consumer habits, and imposition of sugar tax on soft drinks by several regulators globally.

The Coca Cola Company launched the “One Brand” approach, which extends the global equity and iconic appeal of original Coca-Cola across the Trademark and is designed to enable consumers to choose whichever Coca-Cola suits their taste, lifestyle and diet. In support of the strategy, the Company unveiled “Taste the Feeling”, which is now live in 195 markets and includes 12 television commercials. The case discusses in detail the objectives and various elements of the “Taste the Feeling”

0:01 - Introduction
1:35 - The Reason for Change
2:52 - One Happiness Campaign
4:05 - Reducing Fragmentation
4:42 - From Brands to Variants
5:13 - Refocus on Mastermind
5:53 - The Outcome

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