Pointers in positive messaging from Coca-Cola

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Worldwide beverage brand Coca-Cola was quiet as the coronavirus pandemic raged worldwide. Rather than pushing their product, the global leader cut their ad spend to nil. But the move wasn’t knee-jerk to a problem – rather, it was an act to mobilize and perform acts of service. Angelina Joy, Brand Director at 72andSunny Amsterdam, said in a Create with Google ‘Meet the Makers’ feature, “When the pandemic hit, what they (Coca-Cola) decided to do was ceased all of their marketing activities, and decided to divert that spend into helping support their partners and customers that were badly affected by the…

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