The head of strategic marketing spoke to the Young Lions on day four of the festival.
Addressing the Young Lions on day four of the Cannes Lions Festival of Creativity 2015, Wendy Clark, president of sparkling brands and strategic marketing at Coca-Cola North America, discussed why bravery, belief and being underestimated will act both as a fuel for a career and a brand.
She wanted to convey to the Young Lions what’s critical for them – work and leadership principles.
“It’s a big word. It’s hard to do sometimes. We’ve done some brave work for Coke Zero. It’s a great brand, but it hard being Coke Zero. It’s the child in the Coca Cola family. We worked on the insight that two thirds of the population in the USA hadn’t tasted the product. From the people who tried it, 50 per cent had gone on to have it for a second time. So, we launched the ‘Taste it’ campaign,” she said.
Read the full article: ‘Bravery is resisting the status quo’: Coca-Cola’s Wendy Clark