Coca Cola’s 125th Birthday: Michael F. Jacobson

Cue the music; the gauzy, soft-focus ads; and the focus-grouped fridge magnets: Coca-Cola turns 125 this week.

Coke has something of a 10-Year Plan, first floated in a chilly manifesto called “2020 Vision and Roadmap for Winning Together” — a doubling of Coca-Cola’s global revenue by 2020, which says, “We are creating new strategies that are winning over a massive new generation of teens to drive growth of Trademark Coca-Cola.” Continue reading →