Coca-Cola’s latest experiment in opening short design briefs to the entire world illustrates its plans to no longer be seen as “a traditional advertiser” by appointing consumers – not agencies – as its co-creators. The drinks giant’s head of digital, David Godsman, admitted at the Adobe Summit opening keynote that the digitally connected world is “somewhat unknown” to the brand. Nevertheless, 12 months ago it embarked on a five-year digital transformation programme, underscored by four key areas: operations, business, culture and experiences. Surprisingly, Coca-Cola has filed its marketing and advertising operations into the latter category. Not only is Godsman asking his “traditional brand marketers to become experience makers”, but he’s earmarked the fans of Coca-Cola as vital to its content creation strategy.
