Episode 16: Is Coca Cola's new positioning relevant to today's modern consumer?

The Scale Up Playbook

Mark Cairen and Paul ask whether Coke’s new “Better when we’re open” positioning is really relevant to today’s opinionated consumers. And they’re joined by Coca Cola’s former Global Content Excellence Director Guy Duncan https://www.linkedin.com/in/theguyduncan who explains how Coke has always taken a stand on social issues, as he and Mark go back through Coke’s 70+ year history of ads. Plus, a new positioning for The Royal Bank of Scotland, and how brands should be making a stand over tabloid intrusion. And new campaigns from Think! British Heart Foundation and Teva. +++++ Coca Cola https://youtu.be/wNZ92jLhPUk +++++ RBS re-brand https://www.thedrum.com/news/2020/02/14/rbs-rebrand-natwest-group-cmo-david-wheldon-retires +++++ Think! “Pint block” (VMLY&R) https://www.think.gov.uk/campaign/pint-block/ +++++ BHF “Swear Jar” (Mullen Lowe) https://youtu.be/cL1WQJsejG4 +++++ Teva “Hairspray” (VCCP Kin) https://youtu.be/XulFsMMg2rs +++++ Talk to us [e-mail] +++++ Please tell us what you think. Please leave us your review on iTunes. And subscribe. +++++ www.wearewaxon.com THANK YOU!