A brand should remain true to its DNA even in times of crisis,” asserts Marc Mathieu, senior vice-president, global brand marketing and creative excellence, The Coca-Cola Co. This marketing philosophy is probably what helped the company sail through recent market challenges such as growing health concerns and changing consumer priorities. Mathieu argues that marketing is not just about advertising and brand communication. “Marketing is about business. It is about creating a sustainable growth model for the brands and for corporations,” says the man who has spent more than 24 years in the business of marketing, 11 of them managing various Coca-Cola brands.
Marc Mathieu, senior vice-president, global brand marketing and creative excellence,The Coca-Cola
He is also credited with the launch of the much talked about aluminium version of Coca-Cola’s trademark contour-shaped bottle, and it was under his leadership that Coca-Cola came up with one of its widely appreciated marketing campaigns in recent times—The Coke Side of Life.
Mathieu was in New Delhi recently and spoke with Mint on the challenges and opportunities for brand Coca-Cola in the midst of a fast-chang-ing consumption landscape. Edited excerpts:
What challenges has the uproar about carbonated drinks being unhealthy created for Coca-Cola and what role has marketing played in ensuring this doesn’t impact the brand’s equity among its target group?
Coca-Cola is a 120-year-old idea. It’s an idea about refreshment, positivity, happiness, optimism and democracy. All these values were relevant (then) and continue to be relevant to people across geographies and cultures, and that’s what has helped in keeping our brand equity among our target group intact. Indeed, there have been some challenging times, but we have sailed through them by remaining true to our DNA. You can’t fool people by projecting yourself as something that you are not. If you are a beverage that stands for refreshment, it will do you no good to project yourself as a nutritional product and vice versa. We have tried to make consumers more aware of our products and the value they get from them. It is critical for people to know exactly what they consume. And, empowering consumers has helped us win their trust and keep our relationship with them alive.
Is there one marketing principle behind all of Coca-Cola’s efforts? If so, what is it?
Marketing is not just about advertising. Marketing is about the business. It is as much about creating a sustainable growth model for the brands as any other function, such as finance or strategy, is. Marketing involves the company, the people behind it, and the products they produce. Any discrepancy at any level will do a brand a lot of harm.