{"id":43394,"date":"2015-03-05T18:02:31","date_gmt":"2015-03-05T16:02:31","guid":{"rendered":"https:\/\/ipmark.com\/?p=43394"},"modified":"2015-03-05T18:02:31","modified_gmt":"2015-03-05T16:02:31","slug":"coca-cola-adopta-una-estrategia-de-marca-unica","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=43394","title":{"rendered":"Coca-Cola adopta una estrategia de marca \u00fanica"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2015\/03\/Coca-Cola_Nueva-identidad.jpg\" alt=\"Coca-Cola_Nueva identidad\" width=\"690\" height=\"278\" class=\"aligncenter size-full wp-image-43395\" \/><\/p>\n<p>Coca-Cola ha presentando en Madrid su nueva estrategia de marca \u00fanica. A partir de ahora todas sus gamas (Coca-Cola, Coca-Cola light y Coca-Cola Zero) se unificar\u00e1n bajo una identidad y comunicaci\u00f3n comunes.<br \/>\nCon este <b>reposicionamiento en su marketing<\/b>, Coca-Cola espera incrementar su crecimiento y  acercarse m\u00e1s  a los consumidores, extendiendo los valores tradicionales de la marca a todas sus variedades.<\/p>\n<figure id=\"attachment_43396\" aria-describedby=\"caption-attachment-43396\" style=\"width: 345px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2015\/03\/JorgeGardu\u00f1oyEstherMorillas.jpg\" alt=\"Jorge Gardu\u00f1o y Esther Morillas, director general y marketing manager de Coca-Cola Espa\u00f1a y Portugal. \" width=\"345\" height=\"192\" class=\"size-full wp-image-43396\" \/><figcaption id=\"caption-attachment-43396\" class=\"wp-caption-text\">Jorge Gardu\u00f1o y Esther Morillas, director general y marketing manager de Coca-Cola Espa\u00f1a y Portugal.<\/figcaption><\/figure>\n<p>\u201cLa prioridad del negocio global, y tambi\u00e9n  en Espa\u00f1a, es crecer y hacerlo de manera sostenible. La estrategia que lanzamos ahora es un ejemplo de este gran objetivo. Adem\u00e1s, queremos <b>reconectar con el consumidor<\/b> y situar <b>la posibilidad de elecci\u00f3n en el centro de esta nueva forma de comunicar<\/b>\u201d, explica Jorge Gardu\u00f1o, director general de Coca-Cola para Espa\u00f1a y Portugal.<\/p>\n<p>Tras este cambio, el dise\u00f1o de los envases y la comunicaci\u00f3n se centrar\u00e1n en las distintas caracter\u00edsticas de cada uno de sus productos, haciendo m\u00e1s f\u00e1cil y sencilla la elecci\u00f3n para los consumidores:<\/p>\n<p>\u2022\tEn lugar de ver a tres marcas independientes, se podr\u00e1 ver a la ic\u00f3nica Coca-Cola original apoyando las tres variedades.  <\/p>\n<p>\u2022\tCada lata y botella tendr\u00e1 el mismo estilo con diferentes colores para distinguir cada variedad.<\/p>\n<p>\u2022\tLos envases incluir\u00e1n descriptores claros para resaltar los beneficios de cada variedad, por ejemplo \u201csin calor\u00edas o zero calor\u00edas, sin cafe\u00edna o zero cafe\u00edna\u201d. <\/p>\n<p>\u2022\tLas variedades sin calor\u00edas se incluir\u00e1n en el cierre de todos los anuncios publicitarios de televisi\u00f3n de Coca-Cola.<\/p>\n<p>Coca-Cola ha elegido Espa\u00f1a para presentar esta nueva estrategia global, que pronto se plasmar\u00e1 en los nuevos dise\u00f1os de las variantes del refresco y en sus anuncios. La identidad com\u00fan de la marca se ir\u00e1 implantando despu\u00e9s en el resto del mundo. <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Coca-Cola ha presentando en Madrid su nueva estrategia de marca \u00fanica. A partir de ahora todas sus gamas (Coca-Cola, Coca-Cola<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38,44],"tags":[143],"class_list":["post-43394","post","type-post","status-publish","format-standard","hentry","category-marcas","category-marketing","tag-coca-cola"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Coca-Cola estrategia de marca<\/title>\n<meta name=\"description\" content=\"Coca-Cola, Espa\u00f1a, estrategia de marca\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=43394\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" 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