How Coca-Cola Uses Marketing Experimentation as a Superpower

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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Can Marketing Experimentation Become Your Superpower?

A unified, companywide approach to experimentation can generate sustained business growth.

Services Alliance

AI at Work: Coca-Cola

With ChatGPT and DALL·E, we’re helping Coca-Cola to augment its world-class brands, marketing, and consumer experiences in industry-leading ways. We’re also using OpenAI technology to improve business operations and capabilities.