Coke's marketing team, headed by Mary Minnick, is hoping a new slate of ads by Wieden + Kennedy that celebrate the beverage's iconic status will help reverse declining sales. However, consumers appear to be switching from sweet soft drinks to energy drinks and other beverages because of dietary concerns, so it is unclear what an ad campaign, even one steeped in Coke's brand status, can do to alter current trends.

Related Summaries