Coca-Cola is more than a beverage now—it's a media brand.
Coca-Cola is revamping its website in what executives call the most ambitious digital project they have undertaken.
According to a report in the New York Times, Coca-Cola plans to present its website as an online magazine that will feature articles on subjects like entertainment, the environment, health and sports—topics that will appeal more to consumers. The site's previous focus on corporate communications will be dialed back, although biographies of executives, investor information, job postings and news releases will remain.
The site first went live in 1995 and its last redesign took place in 2005.
The new site, called The Coca-Cola Journey (a throwback to the name of an employee magazine that was published from 1987-1997), represents the increased importance of storytelling for brands and reinforces how effective online presentation—driven by social media platforms—can be a game-changer.
Follow Jamar Hudson: @jamarhudson