(3,800+ products worldwide) Accelerated global organizational change and transformed North American retail customers’ perception from being merely transactional to attentive, invaluable marketing partner by branding unprecedented Retail Value Proposition – “The Coca-Cola Commitment” – creating comprehensive retail communications platform.
Coca-Cola North America (CCNA) had an opportunity with its retail business. Interactions with retail customers leaned towards being more transactional. Many were unaware of the wealth of in-house marketing assets/tools available to its partners and sales teams could not speak to offering ‘true value’. Cohesive positioning and communications to retail customers was lacking. The task was to develop and brand CCNA’s Retail Value Proposition and to position Coca-Cola as an advantageous partner. This called for the development of an unprecedented, retail, value-add focused communications platform.
Strategized, conceptualized and oversaw the creative development of “The Coca-Cola Commitment” – naming, logo, visual identity system, website, e-newsletters, training videos and training presentations – designed to communicate the company’s new Retail Value Proposition to senior leadership and sales teams, who would then articulate consistent and relevant benefits to its franchise network, retailers and bottlers.
Since its 2015 launch, “The Coca-Cola Commitment” platform has been integrated seamlessly among sales teams and franchise network, adopted by sister Coca-Cola organizations and featured as Global Best Practice. This branding/repositioning strategy has accelerated global organizational change and transformed customers’ perception of the Company to that of an attentive and invaluable marketing partner.