14_The Coca-Cola Co.

The TV spot was once the center of Coca-Cola’s marketing strategy. Now, Coke is on to a new era of delightful, shareable online content (earning a 5% bump in global sales along the way). Here’s how:

1_STICK TO THE MESSAGE
An in-house U.S. team of 120 keeps Coke’s many ad agencies on brand. The message: Coca-Cola brings joy. It was best seen last year in a viral montage of real security camera footage capturing random acts of kindness globally.

2_MIX NOVEL WITH NOSTALGIA
Many ideas are new--like Brazilian Coke machines that give free mobile data credits--but the brand also sticks with its polar bears, which date to 1922. The bears’ online videos during 2012’s Super Bowl got 9.09 million live streams.

3_OWN THE BIG MOMENTS
For the 2012 Olympics, Coke created its own single, “Anywhere In the World,” weaving sports sound effects together for rhythm.

4_EMBRACE OUTSIDE CREATIVITY
After a 20-year-old Hong Kong student gained attention for his Steve Jobs tribute, Coca-Cola commissioned a poster from him, bagging a win at Cannes.

[Cola Splash: Tischenko Irina via Shutterstock]

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