May 02, 2011
As it celebrates its 125th anniversary and its top seeding in the U.S. soft-drink category, the last thing Coke plans to do is rest on its laurels, says CMO Joe Tripodi.
May 02, 2011
When it first launched in the late 1800s, Coca-Cola was already ahead of its time in its marketing. By the beginning of the next century, it had an unheard of million dollar ad budget.
May 02, 2011
Watch the spots we think are the best of the best, from "Mean Joe Greene" to the "Happiness Machine."
May 02, 2011
Former Coca-Cola CMO Sergio Zyman, once dubbed the "Aya-Cola" because of his intense management style, recalls the behind-the-scenes flap over the company's failed product launch.
May 02, 2011
Still smarting from the "Pepsi Challenge" taste-test battle and facing declining market share, Coca-Cola launched "Project Kansas," a top-secret mission to reformulate Coke. Marcio Moreira, now vice chairman at McCann Worldgroup, reflects on his experience in the stealth project to launch New Coke.
May 02, 2011
Phil Mooney, VP-heritage communications, talks about Coke's first direct-mail campaign, how Coca-Cola became Coke, and the weirdest ad campaigns he's seen from the brand.
May 02, 2011
With consumers moving away from full-calorie sodas in the '80s and the company's U.S. business in a rut, Coca-Cola needed a big idea. John Farrell, one of the entrepreneurial architects of Diet Coke, reflects on its launch.
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