The Coca-Cola Company is one of the biggest American multinational beverage corporations and manufacturers, retailers and marketers of non-alcoholic beverage concentrates. Coca Cola is best known for its flagship product Coca-Cola. Coca Cola is a brand and a name who have a history of including the essence of creative marketing strategy and excellent communications approach, is set to recognised at The Cannes Lions International Festival of Creativity in 2013.
The organisers behind the world’s largest and most prestigious global annual awards celebrating creative excellence in brand communications have today named the multinational beverage corporation as the recipient of the 2013 Creative Marketer of the Year Award. Formally known as the Advertiser of the Year Award, this prize is presented to brands that have distinguished themselves by inspiring innovative marketing of their products across multiple platforms and who embrace and encourage creativity in their brand communications produced by their agencies.
Coca Cola have won their first Cannes Lion in 1967, and so far It has over 100 Lions in different manners which includes advertising and communication, also a Design Grand Prix in 2008 for the US entry Coca-Cola Identity and, most recently, the 2012 Outdoor Grand Prix win for China for Coke Hands.
At this moment, Philip Thomas who is the Chief Executive of Cannes Lions says:
The Coca-Cola Company’s restless pursuit of creative innovation in the marketing of its brands across multiple platforms in many different territories has been honoured at Cannes for many years. Most noticeable, when looking at its Lion winners, there is the perfect balance between the careful, consistent management of global brands and freedom given to local teams to adapt and innovate for their markets. We congratulate Coca-Cola and its agency partners for the well-deserved achievement in keeping the business at the forefront of brand marketing thinking, and look forward to honouring them in Cannes.
After Philip, Joe Tripodi who is the Executive Vice President and Chief Marketing & Commercial Officer of The Coca-Cola Company, says:
Creativity has been and always will be at the heart of our brands. It fuels our business – with consumers, customers, fans, agencies and partners all over the world. We are honoured by this recognition and grateful to our agencies and partners who inspire and make us better.
Cannes also mentioned in their press release that the industry recognised the resurgence of Coke’s creative mojo in 2007 with the launch of “The Coke Side of Life” and iconic films like Happiness Factory and Videogame, which marked the brand’s return to telling big stories in a fresh, surprising way. Momentum continued to build in 2008 when the Coca-Cola Visual Identity System (VIS) won the first Design Grand Prix at Cannes, and the Company surprised juries yet again in 2011 with small-scale viral films like Friendship Machine.
In other words, Coca Cola’s creative advertising and brand identity building teams are consists of people feel the importance of brand in consumer’s life and then from strategy, they make their consumer market realize that how brand is actually connected to their lives.