Global Coca-Cola Brand Vision Architecture

Alberto Aranda Global Sparkling Brand Director, Coca-Cola TM,

Sparkling Beverages
Info.shoppermarketing@coca-cola.com

The

Way of Shopper Marketing

Classified - Internal use

Archetype: Innocent
Value: Optimism
Personality:
Authentic (real), Connected,
Optimistic, Spontaneous

Brand Identity System:

Bold Simplicity,
Spencerian, Contour,
Dynamic Ribbon,
Disk, Red

BRAND VISION

is the Universal Icon of Happiness

Around the World, Every Day

MARKET

BRAND

PEOPLE

Category Insights

Societal Belief

Human & Cultural Context

Re-afrming a category of positives

We believe that everyone in the world

has the right to be happy

The daily challenges of today are

giving rise to an increasing desire
to find authentic happiness.

Consumer Benefits

to pause, to seek simple pleasures, to connect,

to accept, to take small acts that can lead to big
things, to re-look at the world in a positive way
knowing there are plenty of reasons to be happy

Functional specialists & perceived healthier options are

de-positioning Coke. Misperceptions about artificiality,
caffeine, carbonation & empty calories hold us back.
Need to re-power the unique functional & emotional
promise of Coca-Cola, reasserting the positive
credentials of and trust for the category.

Inspiring Moments of Uplift Every Day

Opening optimism in me, connecting me to others.

Competitive Environment
Brands in the business of happiness
Coca-Cola has promised optimism since 1886.
But, there is an ever growing pressure from broader set
of brands striving to be in the business of happiness.
Winning daily share of mind, heart and spirit
will deliver share of wallet.

Product and Brand Equities

Optimism
Emotional Uplift. Authenticity. Mythology. Universal.
Cultural Leadership. Red. Contour. Spenserian Script.
Dynamic Ribbon.
The Secret Formula Uplift, Refreshment & Great Taste.

Target
The believers, the connectors,
the youthful spirited (in all of us)

who realise the importance of forging real

connections, who never give up, who spread their best
energy & wisdom, resolve conflict with humour, care for
family and the world, & who combine fun with goodness.
Focusing on every teen generation, ultimately reaching
out to all 7.5 billion people in the world.

BRAND AMBITION
Move from Coke is around(ubiquity) to Coca-Cola is unique and special to me (and everybody)

BUSINESS AMBITION
Be the driving force for TM recruitment, frequency & delivery of the 2020 growth agenda. Vol. +3.8% (2020 CAGR)

THANK YOU
For additional information please visit the Shopper/Customer Marketing
Community at www.KOSCMarketing.com

The

Way of Shopper Marketing

Classified - Internal use