Maintaining a near duopoly on soda products, Coke and Pepsi are natural enemies.
The contention that exists between the two brands is best characterized by the well-known Pepsi Challenge, which asks strangers to sit down blindfolded, try both products, and decide once and for all which is superior.
The general consensus from the taste test was that Pepsi was better. Of course, identifying which product is preferred is not really that simple. Furthermore, asMalcolm Gladwell points out, there are a few qualms with the methodology of the “sip test,” which was put on by PepsiCo.
Yet beyond the interaction of the fizzy soda against our palates there is another reaction affecting our tastes.
As any marketer will point out, a consumer’s experience is also influenced by every exposure to the brand’s messaging along the way.
So if the difference between these sodas is so marginal that it warrants a blindfolded taste test, then it’s likely that it’s the branding that will ultimately play a big role in consumers’ decisions.
The following analysis examines the ancient soda feud using organically occurring Twitter conversations.
If you can't find your name on a Coke bottle this go round, it's probably because you've got an odd-ball name.
Or, more specifically, you simply don't have one of the 1,000 most popular names in the nation.
Beginning May 1, Coca-Cola will bring back its wildly-successful "Share a Coke" promotion featuring bottles with familiar first names featured front and center within the iconic, red and white Coca-Cola label. The promotion, which lasts through the summer, will feature first names appearing on hundreds of millions of 20-ounce bottles of Coca-Cola, Diet Coke and Coke Zero.
For Coca-Cola, it's all about getting its soft drinks into the hands of young consumers who the cola giant hopes will flood social media with images of themselves drinking Coca-Cola beverages with their names imprinted across the labels. The numbers are convincing. Even as soft drink sales have been on the steady decline, during last year's promotion, Coca-Cola saw its largest-ever year-over-year growth in the 20-ounce package — more than 19%.
"We saw an incredible amount of self expression last year with Share a Coke," says Evan Holod, Coca-Cola brand director. In fact, when word of the promotion first began to spread last year, Share a Coke was the No. 1 global trending topic last July 29.
Which may explain why Coca-Cola executives are quadrupling the size of the promotion from 250 first names last year to 1,000 this year. Also, for the first time, U.S residents also will be able to customize and purchase Share a Coke bottles online — though for a serious premium. These 8-ounce glass bottles, with personalized labels that are heat-shrunk onto them, sell for $5 each — with free shipping for those purchasing five or more.
Despite the steep price-tag, Coca-Cola's goal is less about profiting from the venture and more about coaxing younger consumers to snap photos of themselves with their personalized bottles — then passing the images along via social media outlets like Facebook, Twitter, Instagram andSnapchat.
"Teens love to be famous," says Jennifer Healan, group director of integrated marketing content at Coca-Cola. "To teens, it's all about me, me, me. Think of all the selfies. Now, you can take a selfie with your name on a Coke bottle."
Last year's best-selling Coca-Cola bottle name: Chris.
The names that — based on third-party research — Coca-Cola expects to be 2015's best-sellers: Michael and Jessica.
One brand expert says that Coke's got this promotion right. "This fits perfectly with young people's desire both to be unique and to be part of the crowd," says brand consultant Tracey Riese. "Personalizing Coke — making an iconic brand all about us — is sort of the ultimate selfie."
Even then, Riese warns, these same younger consumers are increasingly wise to Coke's marketing ways and increasingly concerned about eating healthier. So, she warns, "targeting younger consumers with a promotion designed to increase their consumption of these products could potentially lead to a backlash."
We've already seen brands likeDunkin' DonutsandWest Elmpull social media posts into ads, and now Mountain Dew wants in on the user-generated craze.
Earlier today, Mountain Dew announced it is bringing back Baja Blast, a tropical flavored drink, for a limited time. The soda brand is also launching Sangrita Blast, a citrus version of the drink. And to tease the launch, it's turning a cryptic social media campaign called Rogue Wave into paid media.
Last Friday, Mountain Dew started posting subtle hints on Facebook, Snapchat, Instagram and Twitter about bringing back the drink. On Snapchat, the brand showed quick clips of bottles, and fans tweeted back.
"We started with discreet posts, but it didn't take long for Dew Nation to call us out and beg for the rumors to be true," said Christine Ngo, Mountain Dew's digital brand manager. "Some of our fans even created collages of all the images featuring Baja over the last few days to confirm to other members of Dew Nation that Baja was coming back."
Based on those reactions, Mountain Dew is nowrunning adson social media and men's lifestyle websites that use consumers' tweets.
Since beginning Rogue Wave, chatter around Baja Blast shot up 170 percent. On Facebook, the brand's organic reach and impressions increased 300 percent, thanks in part to the quick responses the brand is sending back to people who comment on its posts.
Last year, Mountain Dew used a similar promotion when it brought back Baja Blast for a short time. For that campaign, the brand usedclick-to-call tweetsfeaturing professional skateboarder Paul Rodriguez.
This time, the brand used Nascar driver Dale Earnhardt Jr. to announce that Baja Blast is back.
Big name marketers are testing just about any type of interaction on Twitter these days to stand out.
While some marketers are bulking up their tweets with buttons to drive sales, some of the most interesting uses aren’t about social media at all. Instead, brands like Heineken and Evian enlist Twitter in conjunction with traditional tactics such as on-the-street or video marketing.
Here are five of the most interesting Twitter campaigns from brands in the past few months.
Marketers Link Tweets to Sales Earlier this month, Twitter rolled out a shopping button that brands can employ to drive conversions straight from tweets. Clicking on the "buy" button in tweets triggers a landing page to pop up, where shoppers can type in shipping and payment information.
Home Depot, Burberry and a handful of nonprofits and musicians are among those testing the feature.
The buy button is Twitter’s latest attempt to court more direct response advertisers that use performance-driven metrics like conversion and lead generations.
Direct Response Branding When Mountain Dew decided to bring back its Baja Blast drink in July, (after fans sent 30,000 tweets asking for it to come back) the company decided to run a sweepstakes on Twitter asking fans to call a phone number and leave a voicemail for the chance to win a case of the drink.
A call button embedded in tweets within Twitter’s app automatically called a 1-800 number featuring professional skater Paul Rodriguez. A total of 3,500 calls were placed, and 78 percent of the voicemails left lasted longer than 30 seconds.
The tweet (which also included a paid media push) received 600 retweets and more than 1,300 favorites after the contest ended.
In terms of direct response-heavy marketing, Mountain Dew may not be one of the first brands that comes to mind. But the soda giant’s effort could signal a bigger trend, with more brands trying lead generations to drive brand awareness via Twitter.
Racking Up Video Views Since launching Twitter Amplify last year, video has become key in the social platform’s revenue strategy.
Specialized Biking Components tested out Twitter’s video ad product during the Tour de France this year with a campaign that doubled engagement rates. The bike brand’s tweets that included videos generated a 6.5 engagement rate, which the company claims is double the level of engagement from last year.
The video product has sincebecome available as a beta product for marketersand could help the company gain a bigger foothold in digital video, which eMarketer predicts will bring in $6 million in ad dollars this year.
Across all social media platforms, Specialized generated about 500,000 engaged users and six million impressions during the bike tournament, an increase from 350,000 last year.
Taking Real-Time Marketing to the Street Evian recently used Twitter to distribute product samples in real life. The water brand’s recent #Evianbottleservice campaign turned tweets from thirsty users into an on-delivery service to dole out free products.
From Aug. 19 to Aug. 21, a team consisting of Evian’s community managers, social media agency Team Epiphany and public relations firm Edelman homed in on social chatter in neighborhoods around city parks to respond to tweets.
Then, consumers in these areas who tweeted the hashtag #Evianbottleservice were met at their location with a bottle of water delivered by a brand ambassador within five to seven minutes.
The stunt generated 147 new Twitter followers per day and is also being tested internationally.
Real-World Recommendations Alcohol brands have a limited number of opportunities on Twitter in terms of driving products off shelves.
So, Heineken set up a Twitter handle as part of its “Cities of the World” campaign in July. In exchange for sending a geo-tagged tweet, Heineken’s social tool scouts out trending restaurants, bars and clubs that, of course, sell Heineken.
Unlike other social and mobile tools, Heineken’s use of Twitter is interesting because it ties social media chatter to an actual real-world action.
If you have any social media presence at all, particularly onFacebookor Instagram, over the past few weeks you have probably noticed a daily influx of video posts in your timeline of people dumping buckets of ice and water over their heads. Fear not--this is not likely due to effects from global warming or people trying to escape the "heat" being generated by summer boy band tours. Thisviral phenomenon, called the"Ice Bucket Challenge," is being taken on by growing numbers of men, women and children to help bring awareness to amyotrophic lateral sclerosis(ALS), also known as Lou Gehrig's disease.
The idea of dumping ice water on your head in the name of a cause is not new or innovative, and in fact,earlier this summerit was not even associated specifically with ALS. So how did this movement lead to a record number of donationsto ALS research over such a short period of time?
Let's break down some key elements of why this campaign has taken off so quickly and successfully:
1. Anyone can participate.
The target audience is anyone with a smartphone and a social media account--which is just about everyone these days. Even children who don't have social media accounts can participate, which is huge because a large portion of theFacebook user demographicis accustomed to sharing pictures and videos of everything their kids ever do. Aside from the cost of ice, your time, and any donation you make, the entry to be a part of the awareness campaign is essentially free and the humiliation factor is extremely minimal, which again makes it pretty much a no-brainer for most people.
2. Very simple rules to the "challenge"
I am fairly certain that no one with a legal background wrote the "rules," so it doesn't take an advanced degree or much effort to figure out what to do to participate. All you need is some sort of container, some means of making water freeze, a bunch of people to challenge to keep the movement going, a few hashtags (more on that below) and about 15 minutes to set up and do it. If you don't want to post a video, go to the ALS website and donate. It's like the iPhone of challenges--it couldn't be easier.
3. Compressed time period to complete challenge
The directive is clear--if you are challenged, you have 24 hours to accept and complete it. This is a key reason this spread so quickly, as a reasonable sense of urgency is created for those who have been publicly called out to participate. And we all know youdefinitelydon't want to risk looking bad in front of the Facebook set.
4. Perfect time of year
It's summer, you are outside a lot, and it's hot. Who doesn't want an excuse to cool off or publicly douse their kids with ice water? Late July and early August also tends to be vacation time for people, so it's easier for even the busiest people to justify making themselves more available to do a stunt like this, particularly with a time limit attached. And at this point in the summer, most people are counting the days until their kids return to school, so this is a good outside afternoon diversion to keep them occupied.
5. Strong, focused, vocal core base linked to a larger vocal base
You may not realize that this turned from a generic summer charity challenge to an ALS-focused campaign in late July when members of theBoston Collegecommunity and Team FrateTrainadopted the practice as a creative way to raise awareness in the Boston area of BC alumnus (and former captain of the baseball team) Pete Frates's battle against the devastating disease. Because these groups overlapped (and also have already become accustomed to mobilizing behind various causes like "Boston Strong"), it created a domino effect that quickly spread throughout New England and has lead tonational exposure. While it may have seemed like a complete stroke of luck, fuel was definitely added to the effort by getting several high-profile sports and entertainment celebrities associated with each of these communities and with established social media follower bases involved early.
6. Simple, but descriptive hashtags
In today's SEO-driven world, this campaign was able to effectively spread two easy-to-remember hashtags used to categorize the posts: #IceBucketChallenge and #StrikeoutALS. Essentially, these two hashtags alone describe why the campaign exists, and has made it extremely easy for people to search and learn more about the effort, watch videos posted from the challenge, and ensure others are aware of their participation.
7. The "social currency" element
Once fast-moving campaigns like this start to gain traction and notoriety, frequent users of social media naturally want to get on the bandwagon to show they are part of the crowd. Instead of waiting to get challenged, they may post their own videos proactively. It becomes cool to be involved. In the case of the Ice Bucket Challenge, some even have gone to great lengths not just to participate, but to stand outfrom the rest of the submissions. creating more buzz--and more interest in getting involved. The downside of these types of viral campaigns is that they tend to go from "white hot" to "ice cold" quicker than you can fill a bucket with a bag of ice.
8. Small expectations from the start
When members of Team FrateTrain issued the Ice Bucket Challenge to their base, they did not set out to make it a huge viral hit, nor did they have a large fundraising goal in mind. They simply wanted to raise awareness about ALS and Pete's fight to as many people as they could. Byfocusing and executing on that goal alone, the rest happened organically.
Whether you are running a small local restaurant, creating the next world-changing smartphone app, or launching a new product line for your existing business, understanding how to leverage social media effectively to gain awareness and traction for your efforts is crucial. Good marketers already know this, but even the best have a hard time actually getting it right. By incorporating some of lessons we have learned from the ALS Ice Bucket Challenge, and setting reasonable expectations for success, you can give your next social media marketing campaign a better chance to gain traction and provide a boost to your growing business. Consider yourself challenged!
For brands, the ever-evolving role of social media in marketing has been fraught with missteps and miscalculations – the case of Union Street Guest Housecharging customers $500for every negative review of its services posted online being the latest example. But Union Street Guest House’s faux pas points to an easily fixable issue within the social media marketing world: Instead of being afraid of the online review, the hotel – and brands everywhere — should embrace it.
Today, the voice of the consumer has never been more important: nearly 75% of all Internet users are active on social channels, according to a report from Social Media Today, and they are using the likes of Twitter, Instagram, Yelp and their preferred brands’ own websites to open dialogue on the quality of products and services and offer genuine suggestions and tips.
And if there’s one thing this social interaction makes clear, it’s that consumers have lost interest in the idealized ad campaigns that brands have created for their products. Instead, they want to know about the actual user experience which reviews provide, said Lisa Pearson, Chief Marketing Officer ofBazaarvoice, a network that authenticates and syndicates reviews for over 2,000 companies worldwide.
“Consumers are never going to need to rely on brands for information the way they ever have before,” Pearson said. “That moment is gone forever.”
In other words, brands don’t control the message anymore. Consumers have become the brand managers for the products they use.
For brands that still fear the negative review, Pearson said not to worry: People typically want to review products they’re excited about or offer genuine, helpful feedback. (Unless, of course, they have a truly horrible experience, a la Union Street Guest House.)
“Millennials in particular have grown up in a society that’s in perpetual beta, so products are never really finished and people expect to have almost ownership of products,” Pearson said. “People are going to share more and more opinions because they want products a certain way.”
To that end, Bazaarvoice offers clients a service called Curations, which compiles product reviews from various social media channels – including images from Instagram — and displays them on the brand’s or retailer’s website to make them easily accessible to potential customers.
But reviews don’t offer benefits solely to consumers. All of the feedback and consumer-created images provide a window into how consumers are engaging with products that marketers can run with — instead of turning a blind eye to the “24-hour digital focus group,” it’s time to begin incorporating user-generated comments and imagery into marketing strategies.
Bazaarvoice social media Cuaration
Consumer content is often more conversational and emotional than a typical brand website or product description. Integrating these images and comments “provides the authentic social proof that people are using and enjoying your products,” according to a report from Bazaarvoice.
“I think there are going to be all these cool things where fashion retailers who have stylists on the payroll are going to end up curating those images and overlaying consumer images with the ones the stylist created, I think we’re just seeing the very beginning of how smart brand managers and marketers will use visual to inform all kinds of things,” Pearson added.
Nancy Ramamurthi, ModCloth’s CMO, said 60% of ModCloth reviews include body measurements and “many” have photos. As Ramamurthi noted, a person’s written review can only benefit from the “body context” provided by the images.
Echoing the findings from the Bazaarvoice report, Ramamurthi also noted that consumers feel a deeper connection to the brand when they can actually see other people wearing and enjoying its products.
“The additional benefit of allowing consumers to post their image in a review is that it helps to humanize the ModCloth experience and creates a sense of community and personal connection to the brand,” Ramamurthi said. “We’re a big believer in the importance of community and creating an emotional connection to our brand, so this is one of the threads we weave into the experience to deliver against that.”
-- James joins Sprite to select $50,000 grand-prize winner
-- Four finalists to receive exclusive learning experience tailored to their
field
ATLANTA--(BUSINESS WIRE)--May 14, 2014--
For over a decade, LeBron James has made a massive impact on the basketball court, and this summer, he is partnering with Sprite to change the game off the court for four deserving fans.
Sprite and LeBron James #ChangeTheGame again! (Photo: Business Wire)
Through the Sprite(R) 6 Mix(TM) by LeBron James #ChangeTheGame contest, Sprite will award an aspiring musician, a visual artist, an entrepreneur and a civic leader with a tailor-made educational experience. James will select one game-changer to receive a $50,000 grand prize. The contest is a celebration of the launch of Sprite(R) 6 Mix(TM) by LeBron James, a limited-edition flavor of Sprite created in partnership with the superstar. Sprite 6 Mix is available nationwide in convenience retail stores.
People ages 18 - 30 who are changing the game through music, visual arts, entrepreneurship or community involvement can enter by creating a YouTube video. The video should be 90 - 180 seconds in length detailing their passion and aspirations within their field. Participants should complete their submission by posting the YouTube URL on Twitter with the hashtag #ChangeTheGame. Each video will be judged for creativity, originality, quality of submission and the entrant's plan to use the $50,000 prize. LeBron James will get in the game by personally choosing the grand-prize winner.
"Over the years, LeBron James has proven himself a great role model by changing the game on the court and off," said Kimberly Paige, Associate Vice President, Sprite Brands, The Coca-Cola Company. "Through the Sprite(R) 6 Mix(TM) by LeBron James #ChangeTheGame contest, we look forward to joining LeBron and rewarding individuals who relentlessly pursue their passion and thirst for success in their craft. We can't wait to be inspired by some very creative video submissions."
Before James selects the ultimate winner, a judging panel from Sprite will select four finalists and provide each with a game-changing learning experience tailored to his/her respective field. The learning experiences include a mentoring session with a civic leader for the community involvement finalist; a meet-and-greet with a record label executive or an opportunity to attend a performance for the music finalist; a mentoring session with a business executive for the entrepreneurial finalist; and the visual arts finalist will have the opportunity to display his/her work on Sprite.com and on a custom Sprite item.
To enter, YouTube videos must be posted to Twitter no later than midnight Eastern time on June 1, 2014. Each entrant is limited to one submission per field. Submissions may not contain brand names or trademarks other than those owned by Sprite, nor may they contain material that violates or infringes on the rights of another. For a complete list of contest rules, please visit Sprite.com/change-the-game. No purchase necessary.
Retargeting is a standard tactic of ad tech. Visit a retailer site, you now expect to be followed by its products everywhere. More often than not, there’s a creepiness to it.
But sometimes retargeting can be delightful. Take a recent effort by Mountain Dew on behalf of its Baja Blast drink. The PepsiCo brand trawled Twitter for people missing the drink and reached out personally, even if the mention was a couple years old, in order to tell Baja fanatics that Mountain Dew was bringing the flavor back.
“Mountain Dew has a fiercely loyal fan base,” said Jamal Henderson, senior marketing manager for Mountain Dew. The brand tapped into that group, which has generated some 30,000 tweets in regard to Baja Blast over the last three years, by crafting 500 personalized messages to people who had mentioned Baja Blast in the past. According to Henderson, more than 83 percent responded.
Not all brands have “fiercely loyal” fans, so this kind of approach won’t work for every brand (as the Internet well knows). But according to Henderson, the brand trended twice on Twitter during the campaign. However, it took Mountain Dew years to respond to fan requests for Baja Blast in bottles. So while they might get points for responding to fans, they don’t get any for speed. Think of it as anti-real-time marketing.
Baja Blast will only be available in bottled form for the summer, so a heavy push says more about the brand’s desire to sell product than it does about their wont to please fans. “Sometimes the simplest ideas are the most impactful,” Henderson noted.
In addition to the always-on social component, the campaign includes a piece starring Dale Earnhardt Jr., Danny Davis & P-Rod – who come together secret-agent style to supply a convenience store with Baja Blast. As of the time of this writing, that video has 1,243,693 views and was posted May 6. A :15 second TV spot and a mobile app accompany the work, too, and of course there’s an under-the-cap contest.
When you have a virulent fan base, you can keep things simple and let them do the work for you. Dew’s initial tweet about the return of Baja Blast garnered 4,600 retweets, or one RT for every 75 fans. Not bad for a product they never intended to bottle in the first place.
A CAMPAIGN for Diet Coke carrying the theme “You’re on,” which the Coca-Cola Company introduced in North America only three months ago, is being turned off after being mocked in social media.
The ads are to be replaced on Wednesday with a campaign for the summer reviving the theme “Just for the taste of it,” whichintroduced Diet Coke in 1983 and has returned at least three times since. The replacement campaign begins with print ads and commercials.
The “You’re on” ads presented Diet Coke as a pick-me-up for young strivers, akin to an energy drink. A billboard described it as “how go-getters get going.” A print ad said: “You’ve got an 8 a.m. interview, a perfect black suit and three letters in your future: C.E.O.” And in atelevision commercial that ran most recently on Saturday, an announcer proclaimed: “When it’s time to be on, it’s time for Diet Coke. You’re on.”
Text accompanying the same commercial at dietcoke.com reads, “Whether you’re the best man about to give a speech at your friend’s wedding or Taylor Swift about to go onstage in front of millions, the refreshment of Diet Coke keeps you on.”
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The replacement ads, by contrast, are more traditional, straightforwardly playing up the brand’s taste and sugar-free status. The new commercials sing the praises of Diet Coke’s “delicious crisp taste.” And a new print ad proclaims: “There’s nothing like the refreshing taste of Diet Coke. Except maybe finding a twenty in your pocket. That’s pretty great.”
The abrupt end for “You’re on” comes after the ads were sent up by several advertising and marketing bloggers who noticed that in some ads the theme appeared above the Diet Coke logo so that it could be read as “You’re on Diet Coke.” (In other ads, the order was reversed: “Diet Coke You’re on.”) According to the bloggers, “You’re on Diet Coke” evoked a cocaine habit along with the history of Diet Coke’s sibling, Coca-Cola, which once included cocaine as an ingredient.
A headline on a post on the AdFreak blog asked, “Is Diet Coke Dabbling in Drug References in Its Ads?” A headline on The Huffington Post declared, “Diet Coke Trying to Act Like This Isn’t a Cocaine Joke.” And a blog named Animal created parodies depicting lines of cocaine near a razor blade bearing the Diet Coke logo.
Those reactions were far from the firestorms of outrage in social media that doomed recent ads from brands like Chevrolet, Hyundai, Mountain Dew and Reebok. An assessment by Bloomberg Businessweek magazine termed the Diet Coke campaign “a minor flub.” Still, once ads have been denigrated, derided or lampooned on blogs, Facebook or Twitter, they are often perceived as damaged goods.
When the bloggers began mocking the campaign in March, a month after its introduction, Coca-Cola North America responded with a statement that it “in no way endorses or supports the use of any illegal substance.” After several weeks, the japes petered out — but they, of course, remain available online.
The phrase “You’re on” was intended as shorthand for “the uplift” Diet Coke gives consumers, encouraging them to “bring on your ‘A game,’ ” Stuart Kronauge, general manager for sparkling beverages at Coca-Cola North America, said on Tuesday.
Ms. Kronauge deflected questions from a reporter asking what she thought about the failure of the “You’re on” ads. “We felt like ‘You’re on’ worked,” she replied. “It’s not at all that ‘You’re on’ failed.”
Asked why the campaign was concluding so suddenly if it was not a flop, Ms. Kronauge said that the new ads offered “a different way to talk about the brand” that will “resonate with our core loyal followers.”
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“It’s focusing on the product itself, the great crisp taste, the zero calories, the deliciousness,” she added.
As for the drug-related criticism, “iconic brands always create a conversation,” Ms. Kronauge said. “We felt it was mostly limited to the marketing community.”
The disappearance of “You’re on” is not entirely a surprise. Some Diet Coke ads in the last month replaced the theme with the words “Be ambitious. Not thirsty.”
A reason that “You’re on” was focused on younger consumers was to stimulate demand for Diet Coke, which like other diet sodas — and carbonated soft drinks in general — is losing sales to energy drinks, water, coffee and tea. According to the newsletter Beverage Digest, Diet Coke remained the No. 2 American soft drink last year, behind only Coca-Cola, but volume fell 6.8 percent compared with 2012.
“The whole diet category got dinged,” said John D. Sicher, editor and publisher of Beverage Digest, noting that Diet Pepsi fell 6.9 percent, Diet Mountain Dew fell 3.1 percent and sales of Coke Zero, fast-growing until now, fell 0.1 percent.
In general, said Mr. Sicher, who has not seen the new Diet Coke campaign, “Coke and Pepsi both need to make marketing more about attributes or intrinsics.”
“It’s very important to get back to marketing these brands, at least in part, as delicious, refreshing and tasting good, and worrying less about brand image,” he added.
The “You’re on” campaign was created by Droga5 in New York; a spokeswoman at the agency referred inquiries to the client. Although the replacement campaign is being created internally at Coca-Cola North America, Ms. Kronauge said, from materials that have appeared in North America and overseas markets, Droga5 “absolutely continues to be” the creative agency of record for Diet Coke.
According to Kantar Media, Coca-Cola spent $26.1 million to advertise Diet Coke last year in major media, down from $28.8 million in 2012 but up from $23.4 million in 2011.
