The last eighteen months have been good for Coca-Cola – in the creative and branding awards.
It has won the design Grand Prix at Cannes, two D&AD Yellow Pencils for design and advertising, plus the 2009 Emmy for an Outstanding Commercial. Most recently, it has been recognised, once again, as the top performer in Best Global Brands 2009, the annual report from brand consultancy Interbrand.
As the world’s most valuable brand, Coke comes in at $68,734 million, some three per cent higher than a year ago. This is no mean feat in a year when the global credit crunch and recession hit the brand, leading consumers to cut back on almost every area of spending – including eating ...view middle of the document...
In recent years, the US carbonated soft drink market has gradually shrunk according to data published by Beverage Digest, the US trade magazine. From 2001 to 2006, Coke saw US sales drop. The reasons for this are complex but include consumer concern about the impact to health and weight from drinking sugar-laden drinks.
There was also a feeling that Coke had lost its way. Around 2003, the company conducted a large research project called, ‘The Big Dig,’ which revealed that consumers had a, “deep-down love for the brand, but it wasn’t as top of mind.” Meanwhile, in the creative world, The Coca-Cola Company had a reputation for commissioning great work for its core brand only for the internal approval process to dilute it to the point of being insipid.
Alert to these issues, in 2003, Steven Heyer, then president and chief operating officer and Esther Lee, then chief creative officer, established the Creative Excellence team. Staffed by creative experts from advertising and design, its role is to raise the standard of creativity substantially, to oversee the company’s relationships with creative partners and champion their work internally.
In autumn of the same year, Schunker joined the team following a 15-year career in advertising....