Coke revamps UK online platform

Coca-Cola GB has ditched its UK online platform – launched in June 2010 – to bring it in line with the firm’s operations in other countries as well as its Coke Rewards loyalty scheme site, which was relaunched earlier this year as a storytelling and content hub.
The new-look platform retains the coca-cola.co.uk URL but is branded Coca-Cola Journey, a strapline which is already in use across other territories, including Europe, the US, and Australasia.
It brings together all aspects of Coca-Cola for the first time, from what the brand is doing, as well as the company, both locally and globally. The soft drinks giant claims the previous UK site has had more than 10 million unique visitors since launching five years ago.
The new site will include original content, designed to tell the story of Coca-Cola in what the firm describes as “a fresh and engaging way”. The company will work with a range of journalists, bloggers and writers to cover universal topics and social causes, making the site a rich, socially enabled digital platform, featuring both branded and non-branded content. The editorial style of the platform focuses on providing informative content, designed to educate in a simple manner.
In the UK, Coca-Cola Journey will feature an interactive Q&A section allowing consumers to read about its ingredients, products and business. Consumers will also be able to submit their own questions to the site, which will then be answered by Coca-Cola’s dedicated consumer response team.
The company has released no details about which agency has handled the overhaul.
Coca-Cola North West Europe digital communications director Stanislas Magniant said: “Through Journey we want to bring to life the stories about our company, our brands, our employees and our actions around the world to tell our story in its entirety.
“We also want to make our stories more appealing, relevant and engaging to people by using the right multimedia content to bring them to life. And it’s not just about launching a new platform – we will ensure we are reaching our audiences online though our social media channels and meet our fans where they are online, not just on our site.”