STORYTELL NG THE COCA-COLA WAY

RICHARD COTTON COCA-COLA CHINA

CHINA HAS CHANGED

Source: CMS, 2012

MOST socially engaged market in the world

MORE time spent on digital than TV

TV INFLATION outstripping KO spend

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DEFINITION OF INSANITY: DOING THE SAME THING OVER AND OVER AGAIN AND EXPECTING DIFFERENT RESULTS

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EVOLUTION IS MANDATORY

AN EVER EVOLVING JOURNEY

BRAND

CONVERSATION

LIQUID & LINKED

3 AREAS OF FOCUS Classified - Internal use

STORIES (CONTENT, EXPERIENCES, CONVERSATIONS)

SPREAD (OWNED, EARNED, SHARED, PAID)

VALUE (TRANSCENDS THAT OF OUR OWN COMPANY)

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5/18/2015 Page 10 Using Storytelling to Build Brands

STORIES ARE OUR

CURRENCY

EXPLAIN UNEXPLICABLE

EXPLAINING UNEXPLICABLE

BUILD BELIEF

PRESERVE KNOWLDGE

DELIVER INSPIRATION

DELIVER

INSPIRATION

UNLEASH IMAGINATION

CREATE AWE

TIMELESS

CREATE VALUE

TECHNOLOGY IS BREEDING A NEW GENERATION OF STORYTELLERS

UNLEASH THE POWER OF 1.3b

STORYTELLING IS IN THE DNA OF COCA-COLA

OUR STORIES ARE PRESERVED

FROM MOST OF OUR HISTORY

SANTA STORY

COCA-COLA BOTTLE

STORY

SECRET FORMULA STORY

not moments. but stories

STORIES HELP US BUILD

A POINT OF VIEW

OUR SUPER FANS ARE

NOW CREATING STORIES

When I was 15, Your smile lit up my gloomy world.

When I was 17, I said I’ll marry you.

When I was 18, we fought for our future and lived at opposite ends of the earth.

When I was 25, I honored the commitment I made when I was 17.

By your side, I can face every unpredictable tomorrow.

Every single moment

deserves to be shared.

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Introducing the brand new

Coca-Cola Wedding Pack

Coca-Cola

Open Happiness

Even with just one coin,

We shared fun together

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Sharing Friendship And Stories From Time

Gone By

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A set of Akira Toriyama books

Brought joy to our whole class.

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We had to scrape

our coins together

just to buy a Coca-Cola

And we shared it with each other

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Your very first love letter,

Brought an enriching experience.

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Until graduation

caused us to part ways,

We share memories

that no one can take away.

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Time may have distanced us,

But that can never

Erase our memories

of being close friends

STORIES CURRENCY = MOVEMENT OF STORIES

Content BRAND

CONVERSATIONS

Consumers & Constituents

BRAND

EARNED

OWNED

PA

ID

SH

AR

ED

BRAND CONTENT

BRAND EXPERIENCES

2. SPREAD

1980’s 1990’s 2000’s 2010’s

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STORIES

SPREAD (LIQUID)

CURRENCY

SOCIAL AT THE HEART

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3. VALUE

CONSUMER

SHOPPER CUSTOMER

BOTTLERS

EMPLOYEES

Shareholders

Advocates

Detractors NGO’s

Suppliers Agencies

Media Experts

VALUE INFLUENCERS

VALUE CREATORS

NOT JUST ABOUT THE CONSUMER & US

STORIES

SPREAD (LIQUID)

VALUE (LINKED)

CURRENCY

SOCIAL AT THE HEART

SHARED DIVIDENDS

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STORYTELLING THE COCA-COLA WAY

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rcotton@ coca-cola.com