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Innovation is not just about who does it first but who does it best. Coca-Cola exemplifies this with a continuous commitment to innovation across its entire value chain. From introducing new product lines like Diet Coke and Coca-Cola Zero to reimagining packaging with the iconic contour bottle, Coca-Cola highlights the importance of timing and adaptability. Strategic acquisitions have fueled growth, while advertising campaigns have redefined branding. Through successes and failures, Coca-Cola's history demonstrates that true innovation is a multifaceted process that requires continuous effort and creativity.
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Key Messages It is not always about who innovates FIRST, but more about who innovates BEST 1 Innovation must be continuous 2 Innovation is much broader then PRODUCT and should be sought in all part s of the VALUE CHAIN 3 Sometimes TIMMING is everything 4 The role of ACQUISITIONS 5 FAILURE is part of the process 6
Brand and Package Innovation 1886 Coca-Cola 1899 Bottles 1915 Contour bottle 1882 Diet Coke 2005 Coca-Cola Zero
Acquisitions 1960 Minute Maid 2001Odwalla 2007 Vitamin Water
Advertising Innovation 1895 Women in Ads 1928 Olympics 1931 Santa 1941 WWII
Advertising Innovation 1969 It’s the real thing 1982 Coke is it! 1989 Can’t beat the feeling 1993 Always Coca-Cola 2000 Enjoy 2006 The Coke side of life
