I worked for 3 years with Coca-Cola and what I can tell you is we just had HUGE budget to do all possible tests and advertising.
Coca-Cola is losing its core target. Millennials and Gen Z want a more healthy life. Nevertheless, when your net profit is so high, you can invest in sponsorships, events, productions, key influencers, political programs and so on that enables you to stay on top of the game even if at the end of the day you don't solve any customer need or issue.
I worked for 3 years with Coca-Cola and what I can tell you is we just had HUGE budget to do all possible tests and advertising.
Coca-Cola is losing its core target. Millennials and Gen Z want a more healthy life. Nevertheless, when your net profit is so high, you can invest in sponsorships, events, productions, key influencers, political programs and so on that enables you to stay on top of the game even if at the end of the day you don't solve any customer need or issue.