Coca-Cola’s Chief Digital Officer On “Kissing The Past Hello”

Coca-Cola’s Chief Digital Officer On “Kissing The Past Hello”
SHARE
THIS



In the last decade, Coke’s market share has risen from 17.3 per cent to 17.8 per cent, while Pepsi’s has dropped from 10.3 per cent to 8.4 per cent, according to Beverage Digest earlier this year.

For both brands, it’s a challenging time to be in the soft drink business. People are more health conscious than ever before and turning away from drinks stacked with sugar and empty calories.

Evolving tastes and sugar taxes have encouraged Coke and Pepsi to invest in healthier alternatives and branch into new products, even alcohol.

But Coca-Cola continues to serve 1.5 billion consumers a week. Those consumers drink just shy of 14 billion beverages a week, in 200 markets across the world. This means that the brand interacts with 18 per cent of humanity each week. It doesn’t seem like a bad time to work for the beverage company. 

Yesterday morning at Adobe Symposium in Sydney, David Godsman, chief digital officer for Coca-Cola, spoke about the transformational journey the brand has gone through in recent history.

“I hope everyone in the audience knows Coke,” Godsman joked.

“We’ve spent over 100 years making sure that you have awareness for our brand. But in the digital age, we’re feeling an opposing force emerging.

“In the traditional marketing model, it’s about awareness, reach and frequency. In the digital world, it’s about personalisation. And those, at times, are somewhat opposing forces.

“What we found is that by pulling at both of these forces and bringing them together, there’s something magical there that we can create with our consumers.

“We’re entering a new chapter as a company, a chapter of digital transformation. It requires us to deepen our relationships with our consumers, to perfect the idea of mass personalisation which is not easy to do and to bridge the gap between the digital and the physical world. We have always traditionally operated in the physical world.”

David Godsman at Adobe Symposium [2]

To do that, Godsman said Coca-Cola has orientated itself around four areas: experiences (for customers), operational transformation (making it more efficient and productive), business (focusing on disrupting itself before others do), and cultural transformation (human behaviour is not an easy thing to evolve).

“Our challenge is that our 1.5 billion consumers are individuals, they are not the same. They have different preferences, they like to engage with us differently whether that’s mobile, websites, voice,” he said.

“Ultimately, it’s not about us. We’re fortunate enough to be part of their lives but the experiences they’re creating are with their loved ones.

“We have a saying inside the company, ‘kiss the past hello’. Our heritage is incredibly important to every single thing we do and we follow and look at it religiously. But this is our way of saying learn from the past, learn from successes and failures, and pull a little bit of that forward in everything we do.”

Latest News

Monday TV Wrap: Brownlow Coverage Awards Seven The Medal
  • Media

Monday TV Wrap: Brownlow Coverage Awards Seven The Medal

Seven enjoyed a stellar night last night and it was all thanks to its Brownlow Medal coverage that saw Hawthorn’s Tom Mitchell crowned the AFL’s best and fairest for the 2018 season. Coverage of the actual medal event pulled an impressive 895,000 for the network, while the earlier red carpet arrivals also did well with 633,000 viewers tuning-in […]

by B&T Magazine

B&T Magazine
Stellar Concepts Wins PR Duties For New Sydney Food Festival
  • Marketing

Stellar Concepts Wins PR Duties For New Sydney Food Festival

Communications agency Stellar Concepts has been appointed by IMG Culinary to deliver a PR campaign for the launch of Taste of Sydney Collective. The food festival is an evolution of IMG’s ‘Taste of’ festival series fusing food, culture and music. Taking place at the Cutaway in Sydney’s Barangaroo precinct during November, the highly-curated event will […]

SPEED To Handle Media Planning For QICGRE
  • Media

SPEED To Handle Media Planning For QICGRE

SPEED has been appointed QICGRE’s communications strategy and channel planning agency with immediate effect. QICGRE are operators of 26 shopping centre’s across Australia, including Eastland, Castle Towers, Westpoint, Canberra Centre, Robina Town Centre and Grand Central. SPEED will provide portfolio communication recommendations across the business, as well as direct media planning support for each shopping […]

Former One Green Bean CEO Carl Ratcliff Resurfaces At DDB Sydney
  • Advertising

Former One Green Bean CEO Carl Ratcliff Resurfaces At DDB Sydney

DDB Australia has announced the appointment of former One Green Bean CEO Carl Ratcliff as chief strategy officer of DDB Sydney. Ratcliff’s appointment comes just over two weeks after it was announced that Claire Salvetti would replace him as CEO of One Green Bean. Ratcliff has more than 20 years’ experience in the world of building brands […]

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]