Video

How Coca-Cola Uses Marketing Experimentation as a Superpower

Kelly Edwards sits down with Coca-Cola's Romain Mallard to discuss how marketing experimentation is transforming the brand.

Video

How Coca-Cola Uses Marketing Experimentation as a Superpower
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Coca-Cola is a leading force in consumer packaged goods as the world’s largest non-alcoholic beverage company. Ahead of speaking at Cannes Lions, Romain Mallard, the company’s Global Vice President of Marketing Network Operations & Capabilities, and Bain’s Kelly Edwards, a partner with our Consumer Products practice, discuss how Coke is using marketing experimentation to seize new opportunities, highlighting how both marketing and capability experimentation are transforming the company’s brand and culture.

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