November 12th, 2012
Coke Revamps Web Site to Tell Its Story
By Stuart Elliott
New York Times
THE company known for decades for promoting its flagship brand as “the pause that refreshes” is refreshing its corporate Web site for a new century, adopting an approach and attitude more akin to a consumer magazine than a business portal.
The company is, of course, Coca-Cola, which plans on Monday to give its site a makeover that executives describe as the most ambitious digital project they have undertaken. To underline the intent to re-present the corporate Web site as an online magazine, it will be called Coca-Cola Journey, after a magazine named Journey that was published for the company’s employees from 1987 to 1997.
The reorganized Web site will offer articles on subjects like entertainment, the environment, health and sports, including longer pieces given prominence in the same way that magazines play up cover pieces. Interviews, opinion columns, video and audio clips, photo galleries and blogs also will be featured.