DecentralandCoca-Cola’s CMO on sidestepping the culture wars, navigating AI and boosting events over ads
Credit: The AustralianThe Australian
•20 days ago
Coca-Cola’s tweaks to its marketing formula in certain areas appear to be paying off, even as a longstanding policy limiting its engagement in sociopolitical issues has helped the beverage giant avoid the kind of culture wars that recently engulfed Bud Light and Target.
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In an interview with Adweek, Coca-Cola's Chief Marketing Officer, Rafael Acevedo, discussed how the iconic brand is leveraging technology and data to better understand customers and make more informed decisions about its marketing strategy. He stressed the importance of using AI responsibly, saying "it’s important for us to use technology to bring people together, not divide them.” Acevedo also shared that the brand is investing in more experiential marketing opportunities, such as events, rather than just traditional advertising. "The more we can create immersive experiences that bring people together and create memories, the more powerful we can be as a brand," he said.
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Frequently asked questions
How is Coca-Cola's CMO navigating AI?
Coca-Cola's CMO is navigating AI by leveraging technology to optimize their marketing processes, such as utilizing predictive analytics to better target audiences and leveraging natural language processing to create more effective messaging.
What strategies is Coca-Cola's CMO utilizing to sidestep the culture wars?
Coca-Cola's CMO is utilizing an inclusive, positive messaging strategy that focuses on shared values to sidestep the culture wars.
How is Coca-Cola's CMO boosting events over ads?
Coca-Cola's CMO is boosting events over ads by focusing on creating experiences that engage consumers and build brand loyalty. This includes both physical events and digital events such as virtual reality experiences.
What impact has Coca-Cola's CMO had on the company's marketing strategy?
Coca-Cola's CMO has had a significant impact on the company's marketing strategy by utilizing technology to optimize processes, sidestepping the culture wars with positive messaging, and focusing on creating experiences over ads.
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