Why Coca-Cola’s CokeTV must prioritise authenticity to reach young consumers

Coca-Cola launched its new YouTube channel CokeTV last week. The channel, which is a collaboration with various YouTube vloggers in a bid to reflect the passions and interests of young people across the nation, is seeking to build on the success of CokeTV in Germany. Its German equivalent has attracted over 268,000 subscribers and 29 million views since launching in 2014.
Each CokeTV episode will be hosted by British YouTube stars Manny and Dodie, with a focus on themes including gaming, sport,