No more ‘holy grails’: Why Coca-Cola is no longer tied to its old brand rules

Coca-Cola is trying to change. From headline-grabbing acquisitions such as Costa Coffee to its first multibrand campaign last July, one thing is clear: Coke is committed to becoming what it calls a “total beverage company” – and fast.
From the moment you walk into the $35bn turnover business’s headquarters in Atlanta you can sense that change is happening. A circular marbled hall is surrounded by three arches, with the Coca-Cola logo emblazoned above each. But the r