Case | HBS Case Collection | November 2013

Coca-Cola: Liquid and Linked

by John Gourville and Noah Fisher

Abstract

Coca-Cola is considering which of several global marketing/promotional efforts to bring to the United States. Each has proven successful in other parts of the world, but for varying reasons. All represent efforts outside of the industry's normal advertising-based approach to marketing.

Keywords: marketing; promotions; advertising; Marketing Strategy; Advertising Campaigns; Global Strategy; Food and Beverage Industry; United States;

Citation:

Gourville, John, and Noah Fisher. "Coca-Cola: Liquid and Linked." Harvard Business School Case 514-024, November 2013.