The overhaul was nicknamed Project Arden as a nod to the Elizabeth Arden beauty salon, best known at the time for its ...

However, Coca-Cola believes that the worst of the repercussions from Covid-19 are behind them. Some of Coca-Cola’s brands are doing quite well, such as Simply orange juice and Fairlife milk.

One of the most memorable Coca-Cola TV commercials was 1993's "Northern Lights," which marked the debut of the Coca-Cola polar bears. The company spent over $3.2 billion on advertising in 2011.

This article is by Larry Lucas, partner at Vivaldi Partners Group. Last month, Coca-Cola launched a bold shift in branding, called the “One Brand” strategy in 11 markets, starting with the U.K.

Brand Introduces Real Magic, Its First New Global Platform Since 2016, and Reveals the “Hug,” a New Perspective on the Iconic Coca-Cola Logo ...