In an attempt to emerge from the pandemic stronger than before, Coca-Cola doubled its year-over-year marketing spend in Q2 2021, with favorable results. Not only did the company rebound from last year’s pandemic-battered quarter, but it saw revenues and earnings surpass Q2 2019. Executives attributed the focus on marketing innovation, effectiveness and efficiency to helping deliver this growth.
The latest quarterly earnings report is the culmination of strategic marketing moves the company has made since the height of the pandemic. Last summer, executives said the company would focus on its major brands while eliminating “zombie brands” worldwide.
