Coca-Cola redesigns website to tell its story
Coca-Cola is replacing its corporate website with a ‘digital magazine’ that it says will aim to ‘tell the story of Coca-Cola in a creative, refreshing way’.
The new Coca-Cola Journey website will focus, the company says, on ‘universally important topics, social causes, and company news’. The initial edition focuses on India.
Coca-Cola says it worked with Perfect Sense Digital and The Wonderfactory to develop the new site.
Ashley Brown, director of digital communications and social media at Coca-Cola, describes the redesign as ‘the most ambitious rethink of Coca-Cola’s web properties since we launched our first website in 1995’.
He says, ‘We designed Coca-Cola Journey to be a sharp departure from how companies use their corporate websites.
‘Our corporate site is our most trafficked online property, so we wanted to create an experience that would make this incredibly valuable digital real estate work harder for us.’
The new site features a series of channels, including entertainment, history and sport, as well as a ‘Coca-Cola by numbers’ strip. Articles are image-heavy and editorially-focused, while the site still features corporate content such as press releases and investor information.
Brown says, ‘More than anything, we prioritised what creates great user experience over the latest design trends.
‘We want to make sure that as our brand becomes a publisher, we do so in the most beautiful and functional way possible.’
International versions of the Coca-Cola Journey site are set to roll out next year.
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