Coca-Cola: A Brand Audit Case Study.

Background

Coca-Cola faced increasing consumer concern over its environmental impact, specifically its status as the #1 global plastic polluter for six consecutive years. With 33,820 pieces of branded plastic waste recorded in 2023, Coke’s sustainability messaging was inconsistent with consumer expectations. Shifting beverage trends, including the rise of health-conscious alternatives, threatened Coca-Cola’s market dominance.

The Audit

The brand faced increasing competition and changing consumer preferences, prompting a brand audit to refine its identity. Through market analysis and customer feedback, they identified gaps in engagement and inconsistencies in branding. Coca-Cola’s brand audit focused on its market positioning, consumer perception, and sustainability efforts. Here’s who they did it and their findings.

• Coca-Cola assessed its existing brand assets, including logos, packaging, advertising campaigns, and digital presence. This helped identify inconsistencies in messaging and branding across different markets.

• Surveys and focus groups were conducted to understand how consumers viewed Coca-Cola’s brand. The audit revealed concerns about environmental impact, particularly its status as a the largest  global plastic polluter.

• They compared their own branding strategies with competitors to identify areas for improvement. The audit highlighted the need for stronger sustainability messaging and a shift toward healthier beverage options and new opportunities for expanding into health-conscious markets.

Based on the findings, Coca-Cola refined its packaging design, introduced personalized marketing campaigns, and emphasized sustainability initiatives to align with consumer expectations.

The result? 

Coca-Cola saw improved global sales, enhanced brand loyalty, and a stronger digital presence and strategy, demonstrating the power of brand audits in keeping an iconic brand relevant.