JANUARY 11, 2018|BRANDS & MARKETING
Coca-Cola's Impending Brand Crisis
Two separate pieces of Coca-Cola news landed at roughly the same time, and I think they belong together.
In the shrinking Coca-Cola soda brand family, Diet Coke has been the black sheep for the past several years. The brand had a steep drop in sales last year of 4.3% and has now announced new packaging and flavors in a desperate move to win back customers. At the same time, Coke also publicly released a custom typeface for others to use.
While these stories may seem unrelated, together they signal a new potential future for Coke where the brand has to find new ways to use its story and legacy more than its products to drive continued loyalty and sales. It won't be enough to make up for the continued consumer shift away from drinking sugary soda, but it will be an interesting evolution to watch.
Rohit speaks on this topic. See his marketing keynote.
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A Short Backstory Of This Blog
This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.
