Coke streamlines digital strategy

Coca-Cola is overhauling its digital marketing by implementing a new cloud platform from Box to allow marketers to share and collaborate on audio, video and image files for its advertising campaigns from anywhere in the world.
The company’s marketing has undergone a major shake-up in recent months, moving to a more content-based approach.
In April, it ditched its UK website – 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. The new-look platform is branded Coca-Cola Journey, a strapline which is already in use across other territories, including Europe, the US, and Australasia.
In addition to its marketing teams, more than 22,000 Coke staff will be able to access the Box platform, which it is claimed will enable them to get closer to customers by giving them better access to information, and ultimately driving more productivity and collaboration company-wide.
Box also works for AstraZeneca, GAP, and Procter & Gamble.
Coke global chief technology officer Alan Boehme said: “Our employees must be able to execute and innovate effectively, at any time and from anywhere. Moving to a cloud content platform like Box is critical to creating a more productive, connected and collaborative workforce that can focus on inspiring creativity, passion, optimism and fun.”