ANA Annual Meeting 2013

Coca-Cola's Joe Tripodi at the ANA Conference: How We Market to Millennials

Partnership With Other Organizations Provide a 'Unique Window' Into Young Consumers

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Coca-Cola has no choice but to market well to millennials, Chief Marketing and Commercial Officer Joe Tripodi said in this interview at the Association of National Advertisers Masters of Marketing conference on Friday.

"In our business you have to be constantly recruiting younger people into your franchise," Mr. Tripodi said. "Otherwise you won't have a business long term. So when we think about that, we think of constant innovation -- innovation that occurs at many levels, not just product but packaging, equipment and of course consumer engagement."

Finding new ways to engage consumers presents a particular opportunity for Coca-Cola and other companies as well, Mr. Tripodi said.

Watch the full Ad Age @ interview here:

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Find more coverage of the Masters of Marketing conference here.

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