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Coca-Cola’s New Corporate Vision Goes Global

September 21, 2017: 12:00 AM EST
As Coca-Cola continues its rebranding efforts in the U.S., expanding the corporate mission and product line beyond Coke, the company is also reminding itself and its stakeholders (i.e., Wall Street investors) of the value it has built among communities across the country over the decades. It is now extending this new vision beyond U.S. borders. Its similar “We are more than the Coke you know” campaign has started running in the Coca-Cola FEMSA division, the Latin American bottling arm based in Mexico City that reaches other markets, including the Philippines.
Dale Buss, "Coca-Cola Renew: “We Are Coca-Cola—And So Much More”", Brandchannel, September 21, 2017, © Interbrand
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