Karma Cola on competing with Coke by ‘giving consumers a story’

Challenging established players comes down to authenticity and letting go of control, according to Simon Coley, the co-founder and creative director of soft drinks brand Karma Cola.
Speaking on a panel at the Festival of Marketing yesterday (10 October), he said sharing the brand’s story and purpose has given consumers something to think about, which is helping it compete with the likes of Coca-Cola. 
He explained: “How we compete against very large com