Coca-Cola gets serious about content

The Coca-Cola Company has revamped its corporate website with the tagline "Coca-Cola Journey", focusing on topics of global importance, social causes and company news along with its original content.

The company claims the new site signifies a leap forward in how Coke will use digital communications to drive business results and marks its stand as a media owner. It will also use a form of storytelling to further connect with consumers, a statement from the company said.

Clyde Tuggle, senior vice president and chief public affairs and communications officer, The Coca-Cola Company, said with the new site the brand is "doubling-down its commitment to be a quality publisher of compelling content."

While Coca-Cola Journey will continue to host corporate content such as press releases, investor information, company reports and others, its layout, design and editorial focus is aimed to closely resemble a digital magazine's rather than a company website.

The website was named after an internal magazine titled Journey that was published for the company's employees from 1987 to 1997.

The launch issue of Coca-Cola Journey features a cover story on Coca-Cola's commitment to supporting schools in India, chairman and CEO Muhtar Kent's ‘Five Keys to Innovation' and an interview with The National Association for Stock Car Auto Racing (NASCAR) driver Danica Patrick among others.

"We designed Coca-Cola Journey to be a sharp departure from how companies use their corporate websites," Ashley Brown, director of digital communications and social media, The Coca-Cola company said.

Brown added that the Coca-Cola's corporate site is its most trafficked online property and hence the team wanted to create an experience that would make "this incredibly valuable digital real estate work harder for the brand."

The last time the corporate website was redesigned was in 2005. The revamped Coca-Cola Journey was created with the help of Perfect Sense Digital and The Wonderfactory.