Your Monday Wake-Up Call: The Emmys, Coca-Cola's New Campaign and Rolling Stone's Sale
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Also: If you’ve been wondering what all those mysterious “Netflix is a joke” ads were about, the company delivered the punch line during the Emmys, as Ad Age’s Jeanine Poggi writes.
Coke’s new approach
The Coca-Cola Co. still gets 70% of its global business from carbonated beverages, though times are changing, and a lot of consumers want healthier options. As Ad Age’s E.J. Schultz reports, Coca-Cola has a new corporate branding campaign out, and the focus is definitely not on cola. A U.S. TV spot that aired on NBC’s “Sunday Night Football” says the company makes “more than our name suggests,” showing brands including Honest Tea, Odwalla juice and Smartwater. There are plenty of nature shots, and one of the people spotlighted is a hydrologist who works on water sustainability for the company. The strategy seems to line up with something the company’s new CEO James Quincey has said: “The company needs to be bigger than our core brand.”
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