MERCADEO Versión en español
Coca-Cola celebrates the centenary of its bottle with a global campaign
Manuela Walfenzao| 23 de febrero de 2015
La exhibición contará con más de 100 piezas, incluyendo 15 obras de Andy Warhol
Coca-Cola will launch a campaign in more than 100 countries to commemorate the 100th anniversary of its iconic bottle. It is expected to be launched next week.”The ads have gone well in testing and demonstrate our commitment to improving the quality of the advertising we do,” Muhtar Kent said, CEO of the company, in a presentation at Florida for the Consumer Analyst Group of New York. Some of the agencies who have worked in this effort are Wieden & Kennedy of Portland and Ogilvy, Paris.The bottle was designed “so that consumers could recognize it even if they find it in the dark and from there it came alive” it was commented on the blog of the brand. Also, in that blog, a survey on the favorite icon of the brand was carried out and the bottle won.Another initiative to promote the anniversary is an exhibition at the High Museum in Atlanta, birthplace of the popular drink. The exhibition will feature over 100 pieces, including 15 works by Andy Warhol and over 40 photographs allegorical to the container.The campaign was conducted in a cost-cutting plan being implemented by Coca-Cola. Kathy Waller, Director of Finance, said in the same presentation for the Group of analyst consumer in New York that the company plans to invest between US$250 and US$350 million in global media during the 2015 and highlighted the importance of investment in marketing.
Diario de Hoy
Noticias relacionadas (5)
16 de mayo de 2011
18 de septiembre de 2012
Reinaldo Padua de Coca-Cola: Lanzamos nueva campaña Destapa su futuro
