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Will Coke’s New Advertising Them Reverse Bleak Sales Trend?

January 18, 2016: 12:00 AM EST
Coca-Cola is launching an ad campaign with a new theme – “Taste the Feeling” – in hopes of revving up sales in an era of anti-sugary drink hoopla. The ten-year slide in soda consumption continues: Coke’s sales rose only one percent in the first nine months of 2015. New ads will feature the refreshing taste of Coke and relate stories about special Coke-centered moments in life. The challenge for the company is to somehow counter the flood of criticism that ties sugary sodas to some major health woes, including obesity, diabetes and tooth decay. Coca-Cola says the criticism is unfair because soda drinking makes up only a small part of peoples’ diets.
Mike Esterl et al., "Coke Looks to Get Pop From New Ad Campaign", The Wall Street Journal, January 18, 2016, © Dow Jones & Company, Inc.
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