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Jonathan Mildenhall, Coke's vice-president of global advertising strategy and creative excellence, on the foundations that underlie the brand's success.
Following a year of political turmoil, economic uncertainty and religious upheaval, Coca-Cola sought to brighten Italians' moods by tweaking the design of the Coca-Cola can to create a smiling 'Happy Can'.
Counting down the ten most recalled ads, in association with TNS and Ebiquity.
June is the peak of the advertising awards season as the Lions Festival of Creativity rolls into Cannes. For decades, this was a fact that passed many marketers by, so little relevance did it seem to have to the business of selling things.
Where do I start? Is it my BlackBerry, iPad, iPod or any other technical piece of kit? These are all great and ensure I can be contacted and communicated with at any time or location, but no, it's none of these.
Winning awards is one thing, but with the Western world embarking on a war on sugar, is the "Coke school of marketing" past its sell-by date, ask David Benady and Nicola Kemp.
Wim Wenders, the president of the European Film Academy, and Oscar-winning cinematographer Anthony Dod Mantle film this beautifully shot portrayal of "the simple life".
The campaign plays on Sheffield's past and present, including the respective red-and-white and blue-and-white colours of local football teams Sheffield United and Sheffield Wednesday.
Enmity between India and Pakistan is broken down with a Coca-Cola vending machine that acts as a live communications portal between the two nations.
Altering the environment can enhance the taste and enjoyment of whisky by up to 20%, an experiment by Diageo has found.
