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  • Coke unveils ‘one brand’ marketing strategy
  • Coke unveils ‘one brand’ marketing strategy
    Gareth Williams (2010) ©

Coke unveils ‘one brand’ marketing strategy

From standard Coke to Cherry Coke, Vanilla Coke to Diet Coke, Coca-Cola has always ensured there's a flavour for every palate. Having recently added stevia-sweetened Coca-Cola Life to the family, how will the company's ‘one brand’ strategy help consumers identify the best variant for themselves?



  • Article image Are Brits really drinking healthy?

    Over 80% of UK adults agree that looking after their health is important and almost 50% will pay more for a low calorie drink. But we are a contradictory nation; sugary cola represents over half of all pop drunk. When and why are people choosing to drink healthy over swigging down a sugar hit?

  • Pepsi releases a stevia-sweetened drink Pepsi releases a stevia-sweetened drink

    PepsiCo's answer to Coke Life is a stevia-sweetened drink called Pepsi True that contains 30% less sugar than regular Pepsi. As people grow wary of what they're putting into their bodies, can Pepsi attract health-conscious drinkers with its green-coloured product?

  • Article image Coke’s Pure Joy: clean water for China

    As young people in China speak out against social and environmental issues, Coke has stepped in with charitable water brand ‘Chun Yue’, targeting socially conscious Millennials. But is this just a CSR project, or has Coke found a new niche for bottled water in China?

  • Article image Looking for a healthier high

    People see ‘light’ alternatives as healthier – based on everything from packaging colours to product labels. But if it’s simply a matter of perception, is a ‘healthy high’ truly achievable?