Coke's New Focus: Customer-Centricity

Today, AdAge writes about Coke's major marketing event where they lay out their vision for the next 10 years to analysts. Yep--they're going to 2020. Coke says they are reinvigorating their strategies by putting the consumer first--essential to making a connection.

"Our view on consumer connection now has to include not only earned media and PR but all the way into the store and shelf," said Wendy Clark, SVP of integrated marketing. "One hundred forty million people watch the top 10 TV shows in the U.S. And there are 140 million people that go into Walmart stores each week. Is Walmart a media channel? Yes. You have to include in-store activation in your connections thinking to create value for them and build brands."

AdAge reports, "Coke pulled out all the stops at the meeting, its first such confab since 1998. There was a dinner designed by Linton Hopkins, named one of 2009's best new chefs by Food & Wine, using Coca-Cola as a key ingredient." (that's an old move, but I guess it still works).

Speaking of pulling out all the stops--Ms.Clark wore a Coke t-shirt to present. What a cool signal to the analysts... wearing your passion.