Few brands have unlocked the power of culture-driven growth better than Coca-Col
By Mikeblack · September 11, 2026 · Curated by George's Blog
Few brands have unlocked the power of culture-driven growth better than Coca-Cola
Collage Group has had the honor to be a part of Coca-Cola's mission of translating its brand promise and values so it feels hyper- specific and relevant to everyone
"Joy" "Happiness" "Refreshment" "Shared moments" -- these ideas all mean something different depending on the cultural context a human brings to the table
Instead of looking at your brand promise in a mirror, you have to look at it through a prism of all different human truths and lived experiences, whether defined by ethnicity, age, life stage, sports fandom
Most brands treat culture as a "side quest" or "tack on" at the end of a creative campaign, sponsorship or product launch ...
But Coca-Cola puts it at the strategic center and has connected cultural intelligence so it feeds the creative, media and experience process a first-principle ingredient
And it has made a measurable difference in their growth
If you're heading to ANA SAMA's Fall Summit next week and able to listen to Zekeera Belton and Stephanie Eady share their formula, you're in for a real treat
If you're not, I invite you to research what Coca-Cola has been doing to make their marketing culturally-specific and be inspired, because I am