Cannes 2013 Video: Coca-Cola Focuses on Visual Identity System & Cultural Point of View

  |  June 28, 2013   |  Comments

Coca-Cola's SVP of strategic marketing, North America, talks with ClickZ about what it means to win the prestigious award, how important digital marketing is to the company, and what consumers can expect to see from Coca-Cola in the coming year.

Coca-Cola was honored with the Creative Marketer of the Year award at Cannes Lions this year, along with 20 additional awards from the festival.

ClickZ spoke with Alison Lewis, senior vice president, strategic marketing at Coca-Cola, North America, about what it means to win the prestigious award, how important digital marketing is to the company, and what consumers can expect to see from Coca-Cola in the coming year.

"Some of the work that's been recognized, that has helped us achieve this [award] is really the visual identity that was led by the U.S., which was the whole redesign of our visual identity system for Coca-Cola, boiling our visual identity system down to four key elements, and driving much more simplicity across the design, not just the packaging but all the way through and down to retail," says Lewis.

"Most recently we launched the Ahh Effect on Coca-Cola, which is a teen-targeted, digital-only marketing campaign that is all about little snackable bites of content that are very random, very strange at times, but are getting great engagement from youth. Because this is the way that they consume; youth can't get enough content, and we're feeding them content that really speaks to the love of the liquid, the ahh effect that you get after drinking a Coca-Cola."


Melanie White

Melanie White is the Editor of ClickZ, where she has worked since July 2012. White has been with Incisive Media (ClickZ's parent company) since 2009 where she was Deputy Editor/ US Editor for one of the financial risk management titles, International Custody and Fund Administration (later Custody Risk).

In addition, White worked on FX Week where she was a Senior Reporter. She has also worked and contributed to a number of other titles, including The Accountant, International Accounting Bulletin, the New York Post, Independent Magazine (UK), as well as the broadcast title Sunday Live with Adam Boulton at Sky News.

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