Coca-Cola's expectation-beating results credited to 'quality of marketing'

The soft-drink-maker has cited its "quality of marketing" as a driver of global sales.

ATLANTA: Coca-Cola has lauded its Taste the Feeling campaign as a sign of the company’s new fruitful approach to business, while announcing analyst-beating results for 2015.

Volume sales for flagship brand Coca-Cola were up 1% globally, but Diet Coke sales were down 5%.

The soft-drink giant cited the "quantity and quality of our marketing investments" as one of the key drivers of its better-than-expected performance.

Muhtar Kent, Coca-Cola’s chief executive, discussed the company’s Taste the Feeling global marketing push, which kicked off last month, citing it as an example of how Coke has changed its approach to business.

"Importantly, this campaign gets us back to our roots, featuring the product at the heart of our creative and celebrating the experience and simple pleasures of drinking a Coca-Cola," Kent said. "This campaign is also an example of how we are transforming the way we work to be faster, with reduced costs."

He also referenced Coca-Cola’s consolidation of its agency roster.

"This discipline, combined with the talent of our marketing teams, is what will continue to fuel our growth," Kent added.

In the fourth quarter, Coca-Cola’s revenues fell 8% to $10 billion, hit hard by a strong dollar, with foreign exchange knocking 10% off revenue growth. Net profit was up 60% to $1.24 billion.

This story originally appeared on Marketing.

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