Abstract
Coca-Cola is the world's best-known trademark, but the society is evolving and even though it is a multinational company, the firm has also to evolve. The biggest change is the advertising of the product or/and institutional advertising. In June 2004, Neville Isdell became the company's chairman and Chief Executive Officer. Since the beginning, he showed that the brand advertising had to change, he wants to change the way of spending the $2 billion budget of advertising the trademark. In fact, the way and the impact of each kind of advertising is evolving with time: we do not advertise as we did five or ten years ago. Neville Isdell explained what the major way of advertising Coca-Cola was and why it has to changed or modified: "In the last 50 years, the 30-second television spot has defined our brands and, while it is still important, I think its impact has diminished. Marketing is clearly evolving and the emergence of new media and the many competitive opportunities for consumer stimuli means that we need to find new, innovative ways of addressing our consumers and ensuring the relevance of our brands." Of course the 30-second television spot will still be important, but he will focus more on alternative advertisings such as Internet, video games, etc.
