European Careers

Brand Marketing

Danielle and Jo's story

Danielle
I worked on the Sex in the City film, so a collaboration, using Patricia Field, who is the costume designer for Sex in the City, to design individual bottles for 'Diet Coke'.

Jo
I’ve been working on activating the partnership between 'Coke Zero' and the Bond film, Quantum of Solace, and activating that across as a partnership for the whole world, really.

'Coke Zero' as a brand is positioning itself as the brand that is the impossible made possible, and who would be the most perfect icon and the most perfect embodiment of that, is James Bond. And so the partnership between those two is kind of the perfect match made in heaven.

Danielle
'Diet Coke' is a brand that really attracts women, and it’s always had that history. Sex in the City from a film property perspective is always going to attract a legion of female fans, so by going to Patricia Field who was actually the costume designer, we actually had the ability to tie it in with the movie, but always to have some flexibility and some actual ownership by taking a different angle.

Jo
Well I guess to put it in perspective, we’ve got 102 markets around the world where 'Coke Zero' has been launched. Fifty-three of these markets are activating the Bond programme. We spent over 40 million around the world activating this above the line, and personally in the UK we’ve seen plus 40 percent volume sales in the month that we’ve activated the campaign, so in terms of value this is absolutely delivering.

Danielle
Well, 'Diet Coke' was a much smaller campaign. It was pretty much a PR campaign, so it was the launch of the bottles with the PR campaign behind it. So in terms of spend we probably spent £200,000. In terms of media generation, it probably generated about £750,000 worth of coverage and got about 95 separate pieces of coverage either on line, through magazines, through radio coverage, whatever it might be. So the return was absolutely amazing for what we did.

Jo
The most amazing day for me was sitting around a room, just four of us, with the producers of the film, as well as the distributors from the film, and kind of brainstorming with our creative agency. I just don’t think that I will ever get something that will top that particular moment working with the best producers in the world to kind of figure out what you’re going to do on your TV ad next, and which still looks better than the other one. That is something that will stay with me for a very long time.

Danielle
Generally people at Coca-Cola are very passionate people; they are very driven, very ambitious, and actually very collaborative. Everyone wants to help each other in terms of succeeding, which is great.

Jo
And I think extremely talented, I would say, is that I haven’t worked with anybody that I haven’t thought is the best of the people that I’ve ever worked with, so you know, regardless of what you’re doing, you always know you’ve got the best people on your team.

Danielle
From a personality perspective in terms of the job, I mean, there’s a couple of things; you really need to be tenacious and very driven. You need to be able to problem solve. There is problems that come up every single day, so you need to be able to tackle them.

Jo
You think about the assets that you get to work on at Coke; there’s the Olympics, there’s World Cup, there’s, you know, Bond Partnerships. If you just got to work on one of those things in your lifetime, you would as a marketer’s career, that’s the most exciting thing you can do, and actually at Coke you get to work on the great brands every day, and you get to work on the most amazing assets at the same time.

Danielle
I think the world is our oyster after this, to be honest. I mean, it’s a great opportunity, and the good thing about Coke is that there is always going to be another great project on the horizon.