The Coca-Cola Company KO is steadily reshaping its global bottling footprint through a long-term refranchising strategy that shifts bottling operations to local partners. This asset-light approach ...

Coca-Cola's 30-year partnership with the Essence Festival of Culture is a prime example of cultural marketing that ...

When it comes to global beverage supremacy, the competition between The Coca-Cola Company KO and PepsiCo Inc. PEP is both ...

Coca-Cola’s biggest challenge in greening its operations is its own global marketing strategy "But Coke’s single largest contribution to climate change comes from its refrigeration equipment" ...

Campaigns like the relaunch of “Share a Coke” spurred growth around the globe, executives from the CPG giant said during an ...

Coca-Cola’s premiumization strategy is most evident in its product innovation and marketing initiatives. The company emphasized the success of higher-end and health-focused products such as Fairlife, ...

As Coca-Cola leans into premiumization, rivals like PepsiCo Inc. PEP and Keurig Dr Pepper Inc. KDP are stepping up their game with strategic moves aimed at capturing a larger share of the high ...

Coca-Cola’s marketing strategy emphasizes that a cold Coke should always be within reach. It started with outlets throughout the rural U.S. South, like this gas station and post office in Sprott ...

Sweet success for The Coca-Cola Company needn’t be about sugar sources, or even health addressal, so long as its popular ...

Coca-Cola’s premiumization strategy is most evident in its product innovation and marketing initiatives. The company emphasized the success of higher-end and health-focused products such as ...

At the Ehrenberg-Bass Institute, University of South Australia, we’ve spent decades researching brand strategy. Coca-Cola’s ...