Coca-Cola rationalises corporate online presence

The site will replace six existing sites and target media and stakeholders, while also attempting to appeal to consumers.

Appointed in December 2009 following a competitive pitch, Coca-Cola tasked the consultancy with devising and implementing a UK digital strategy.

Of the editorial-led design, Zone managing director Jon Davie says, ‘We have a full-time editorial team producing content and we’re looking at ways to take the strategy beyond the website.’

The website’s main target consumer audience is mothers ‘who are responsible for key household purchasing decisions’, says Davie.

As a hub for the company’s corporate activity, the new site details social responsibility and global initiatives.

Davie says that the site will address the ethical concerns of consumers of Coca-Cola’s products. The new design will also allow Zone to tell ‘engaging stories’, he adds.

The interface is ‘celebratory’, Davie says, and uses visual motifs to show the heritage of the brand and to evoke ‘happiness and celebration’.