Coca-Cola Amatil Ltd ("CCA") has recently taken brand
connectivity with consumers to a new level. Aficionados of
Coca-Cola can now quite literally take "ownership" of
their Coke by placing their name on it through Facebook or picking
up their own personalised bottle through your local vendor.
The "Share a Coke" campaign runs from 1 October for
three months as CCA drives a new marketing campaign to sell 268
million Cokes by Christmas! There are 150 names to brand your
bottle, or otherwise pop into your local Westfield Coke Kiosk for a
The Share a Coke campaign is just another form of innovation
that has made CCA one of Australia's most successful beverage
I recently interviewed Terry Davis, CEO of CCA, at an American
Chamber of Commerce in Australia event on the subject of innovation
CCA has kept growing through one of the toughest retail periods
in 20 years and, according to Terry, this growth is largely a
reflection of "a culture of continuous innovation", with
every one of the group's 5,000 Australian employees able to
participate in CCA's annual "Innovation Awards".
Brands like Mother have been reinvented, Glaceau Vitaminwater
created and Coke "re-named" (through personalisation) in
a constant push by Coca-Cola in Australia to be different from
competitors and create products which are relevant to its target
As Terry describes it, the catch phrase inside CCA is
"aggressively plan, cautiously execute". The culture is
to consider all ideas (no matter how "out there" they
are) and then robustly test and review them, backing intuitive feel
with proper market research.
The recent takeover of Fosters by SAB Miller is likely to free
up some cash (up to $300m) for Terry to get the creative juices
flowing even more.
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
To print this article, all you need is to be registered on Mondaq.com.
Click to Login as an existing user or Register so you can print this article.
Differences in the expectations of suppliers and customers regarding the development of bespoke software, frequently lead to disputes regarding development timeframes, scope, cost, and intellectual property ownership.
Some comments from our readers… “The articles are extremely timely and highly applicable” “I often find critical information not available elsewhere” “As in-house counsel, Mondaq’s service is of great value”
Register for Access and our Free Biweekly Alert for
This service is completely free. Access 250,000 archived articles from 100+ countries and get a personalised email twice a week covering developments (and yes, our lawyers like to think you’ve read our Disclaimer).