Can Your Product Deliver Your Purpose?

For the last seven years, Coca-Cola has focused on their “Open Happiness” marketing campaign. Beginning this year, their new CMO, Marcos de Quinto, wants to steer the corporation in a different strategic direction: product-centric advertising. Ultimately, Coke wants to improve sales and believes that product-focused advertising is the way to do that. But are they moving away from purpose-driven marketing …