When it comes to marketing at the 2014 World Cup in Brazil, Coke's spending money as enthusiastically as an overheated sports fan popping open a frosty Coke on a hot day.
Mobile success "starts with consumer insights," says Chris Bigda, head of connections planning and investments, media and interactive at The Coca-Cola Company.
Although 2012 is predicted to see historically high commodities prices — affecting both PepsiCo's and Coca-Cola's bottom line — each is committing a significant amount of cost-cutting to an increase in marketing spend in 2012.
PepsiCo plans to increase marketing spend on its brands by between $500 million and $600 million this year, cut costs and trim its agency roster, the company said in an earnings statement Feb. 9.
Coca-Cola plans to invest as much as $650 million from annual cost savings into its future marketing efforts, the company said on Feb. 7.
Brands need to keep up with the pace of innovation and consumers' interests to retain and build value, said Wendy Clark, SVP of integrated marketing communications and capabilities at The Coca-Cola Co., during a keynote address at the ad:tech New York conference on Nov. 10.
The Coca-Cola Co. has appointed Allison Lewis SVP of marketing for Coca-Cola North America. She will replace Beatriz Perez, who was named Coca-Cola's chief sustainability officer on July 1.
The Coca-Cola Co. celebrated its 125th anniversary on May 8 with a global integrated campaign. In the UK, a user-generated contest asked consumers to design retro posters for a chance to have their design featured on the soft drink's Piccadilly Circus sign.
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