Discover how Coca-Cola secured its Cannes Lions Brand of the Year 2024 status. Explore how the soft drink giant brings ‘real magic’ messaging to life through packaging, passion points and community engagement.
Introduction: Real magic
Scale with intimacy
Play with packaging
Embrace festivities
Refresh with sound
Captivate Gen Z
Coca-Cola is the world’s strongest and most valuable non-alcoholic drinks brand, valued at $35bn. And The Coca-Cola Company, which owns the Coca-Cola brand, saw its stock price reach an all-time high in September. This was supported by a $4bn marketing budget and a global partnership with WPP Open X, proving how impactful creativity can be for business performance.
The first-ever Coca-Cola was served at an Atlanta pharmacy in 1886, making the brand 138 years old this year. So how does the soft drink giant keep its brand fresh and relevant?
At this year’s Cannes Lions Festival, EVP and Global Chief Marketing Officer of The Coca-Cola Company Manolo Arroyo joined Jim Stengel, CEO of The Jim Stengel Company and former Global Marketing Officer of Procter & Gamble, to discuss how Coca-Cola stays young and modern. Hear from him in the video below about how values, innovation and constant listening to the audience have been consistent priorities for the brand.
Cannes Lions Performance: 2019–2024
Coca-Cola’s number of Cannes Lions trophies has significantly increased in recent years, with the brand winning 18 in 2024. That’s 2.25 times its pre-pandemic total in 2019.
In this report, we look at the themes behind Coca-Cola’s sustained success over the past five years:
Foster personal connections with both customers and partners around the world to elevate your brand.
Have fun with your brand assets and personalise at scale to integrate into local cultures.
Use seasonal marketing to increase your brand’s cultural relevance and build trust.
Increase brand awareness through the power of music, as well as the sounds that are associated with your products.
Sixty per cent of Gen Zers play a role in food and drink shopping decisions in their homes. Capture this critical market through craft and immersive experiences.
Rafael Pitanguy | Deputy Global Chief Creative Officer, VML