By Joe Pulizzi published January 4, 2012

Coca-Cola Bets the Farm on Content Marketing: Content 2020

If you’ve ever seen the movie Jerry McGuire, you remember the blue mission statement. This is the moment in the movie when Jerry McGuire (played by Tom Cruise) wakes up in a cold sweat and writes, what he believes, to be the future direction for his sports agency.

Well, Coca-Cola’s marketing mission statement is Content 2020, a content marketing brainchild of Coca-Cola’s Jonathan Mildenhall, VP Global Advertising Strategy and Creative Excellence, who recently stated that:

“All advertisers need a lot more content so that they can keep the engagement with consumers fresh and relevant, because of the 24/7 connectivity. If you’re going to be successful around the world, you have to have fat and fertile ideas at the core.”

I spent the better part of an hour reviewing the two videos below, and I encourage all marketing professionals (both client and agency side) to set aside 20 minutes to review these two short videos (video one is seven minutes, video two is 10 minutes). It’s that important.

Why Is Content 2020 So Important?

Content 2020 feels more like an internal video prepared especially for the Coca-Cola marketing team, laying out their strategic vision for the future.  Overall, it’s the strategy that Coca-Cola’s marketing future rest on the ideals of content marketing.

  • Coca-Cola needs to move from creative excellence to content excellence, 
  • They need to develop content that makes a commitment to making the world a better place and to develop value and significance in people’s lives…while at the same time driving business objectives for Coca-Cola, and
  • Through the stories they tell, to provoke conversations and earn a disproportionate share of popular culture.

Specifically, check out the 3:30 mark of video two on the 70/20/10 model for content development.

In the beginning, the claim is made that Coca-Cola must create the world’s most compelling content. Toward the end, the comment is made that Coca-Cola can no longer rely on being 30-Second-TV-Centric.

Amen to that.

Enjoy…and I would love to hear your comments on the videos.

Photo courtesy

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Author: Joe Pulizzi

Joe Pulizzi is the Founder of Content Marketing Institute, a UBM company, the leading education and training organization for content marketing, which includes the largest in-person content marketing event in the world, Content Marketing World. Joe is the winner of the 2014 John Caldwell Lifetime Achievement Award from the Content Council. Joe’s the author of five books, including his latest, Killing Marketing. His third book, Epic Content Marketing was named one of “Five Must Read Business Books of 2013” by Fortune Magazine. If you ever see Joe in person, he’ll be wearing orange. Follow him on Twitter @JoePulizzi.

Other posts by Joe Pulizzi

  • Lucinda Brook

    Thanks for sharing that Joe. It does seem like an important moment for content marketing – in a consumer brand marketing context at least. While the videos are creatively produced and there are some important messages behind, I did rather pale under the typical brand marketing jargon which is only saved by the talented illustrator! Some themes that I took away (i.e. relevant beyond superbrand marketing) – contagious content. I like that as a simple proposition for everything you produce. Distributed creativity was another one. I think we could all be more creative in the content we produce and I like the thinking of creating a melting pot of different creative heads to come up with something entirely new.

    • Joe Pulizzi

      Thanks Lucinda…I agree that some of these moments would have been tough to bear without the great illustration. There were a few parts I was like, “huh?”, but overall I agree, there is something to it and it’s a meaningful change by Coca-Cola.

      Thanks for sharing!

    • Sonia Simone

      We need to remember that this is for marketing executives and advertising professionals — what’s jargon and gibberish to us is how they communicate daily. They have their own professional vocabulary as much as engineers or coders do.

      This was a slick presentation (maybe a bit too much text, they could have relied more on the voiceover with images alone) but it remains to be seen what the work looks like. And it will be very intriguing to watch and see if Coke’s version of content marketing has anything to teach small business marketers.

      • Joe Pulizzi

        Agreed Sonia…the purpose was not for us indeed. Yes, it will be interesting to see how this affects other marketers as we move toward that 2020 mark.

        Thanks for stopping by.

  • Paul Keers

    “If you’ve ever seen the movie Jerry McGuire, you remember the blue mission statement”…

    …because he got fired for it!!

    • Joe Pulizzi

      Yep…that’s exactly why I thought of that Paul. It’s a risk, a leap of faith. I like it.

      • koningwoning

        The only difference being that one is the head of Marketing (former bigshot creative agency guy – so knows a lot of content people) and the other being a wage-slave (albeit a good one)
        Guessing who holds the long straw is not difficult.
        Therefore the leap of faith kinda thing does NOT apply. It’s not a leap of faith when its a top-down direction!

        And I doubt that if the content is not centrally produced it will still be as good – working straight with creative people means being able to give good briefings… directly to these creative people. Keeping them ‘on message’ Good luck on that!
        The only thing why it doesn’t spell disaster from the start, is that a number of creative people already know what the brand stands for – and therefore have less of a problem creating this content as they know the general direction.
        Nevertheless good luck on introductions of new brands… and anything else outside of Coke!

        • koningwoning

          P.s. Don’t get me wrong. I think that if anyone can pull it off, it’ll be mr. Mildenhall. I also think it’s a ballsy move by Coke.
          I just don’t think that it’s that big of a deal as many.
          I think more companies have made more ballsy moves than this.
          They’re just cutting out the middle man – both in the creative process as well as in the media process…. and with a company that big, with such an amount of advertising money to spend, with such a rich history, with such (a) well known brand(s)… it’s more of a question why this did not happen before.

          (I still think that going directly with a client brief to creative filmmakers etc. would not result in a Gatorade Replay… but that’s cynical me)

  • Brian Puckett

    Thanks! This was a great post. I watched the entire presentation and was impressed by Coke’s foresight in harnessing creative content to create a better world. I believe my company, may be able to help Coke achieve it’s objectives for 2020. is a “geosocial” network that uses SMS to automatically connect people together around place and common topics of interest target to emerging markets. Subscribers can signal what they have, want or would like to talk about by sending a simple text message. then exchanges messages between users based on common location and share topic of interest without revealing subscribers mobile phone number. Subscribers can then use the service to communicate with each other to mobilize local solutions to local problems. is currently available in Kenya and soon will be released in Nigeria. The service is offered at standard text message rates and we work with leading NGOs to market the service to their core audience. I am wondering if you feel a company such as may be just the type of creative technology solution that brands such as Coca-Cola may support to harness creative content for their brand(s).

  • Jeff Berezny

    Hey Joe,
    This is truly a ground breaking post for coca-cola and, I agree, absolutely crucial for any brand marketer or agency to watch very closely. There is a wealth of great strategy in here, but two key points I’d like to comment on:

    1. Liquid content: Apart from it’s obvious connection to the coca cola brand, I love this term. The idea that content needs to remain liquid and linked and not evaporate into a gas is a great analogy that ensures content stays true to the brand objectives and doesn’t just become fluff that isn’t getting the brand anywhere. It also creates a nice feeling of fluidity and dynamicis for the content versus being solid and set in stone from release day.

    2. Research and insights: The time is definitely long overdue to put less investment in traditional link tv quant and completely alter our approach to insights and better leverage this massive pool of consumers that are ready to engage online. The question is, what testing method will come out on top? Will there be a new standard approach and process? We (meaning big business) are process driven beings and need to find a solution that is flexible yet also has some degree of process associated with it so it can be replicated.

    I look forward to watching coke closely through there’s changes and think that other big CPGs would do well to map out a similar strategic approach to content.


  • Nenad

    Thank you, Joe for this. It’s impressive, although as you’ve already mentioned in parts I was like, what? I especially liked this statement: “We need to behave like a ruthless editor.” 🙂

  • Sean

    I have to say, this was extremely well produced and fun to watch. If this had been another powerpoint or SlideShare presentation, I probably wouldn’t have watched it. It’s a great case for using imagery and animation to emphasize and elaborate on text or audio-only content. There were a few times my b.s. meter went off, but that may only be because I’m a little weary of business speak and just didn’t understand some of the terms they were using.

  • Jen

    Any use of social media, blogs, and more often websites, should be provoking this conversation that he mentions in the first video. If business owners and marketers could keep that at the front of all their strategies I believe they would find more success.

  • The Content Marketee

    Just imagine the war room sessions that went into conceiving and producing this. Really impressive. Should be exciting to see what kind of actual content strategy and execution Coke brings to us in the coming year.

  • Adele Revella

    What an incredible statement of strategy and the work needed to achieve it. I agree that the execution of this presentation is world-class, but the quality of the thinking behind it is even more impressive.

    Other commenters have identified wonderful new terminology (liquid ideas!) invented here, but I really like “data whisperer”. It tells me that the best creative ideas are grounded in insights . . . and that the organization needs to charge someone with the “whispering” function to keep those insights top of mind throughout the content creation process.

    Thanks for sharing this great post Joe!

  • Rachael Page

    This is a copy of this video –

    and there’s an awful lot of jargon and obvious comments here in the cause of selling sugary water, which is nutritionally evil and takes a lot of resources to manufacture and transport around, so if you want a better planet, stop making coke.

    • Jeff Sararas

      i was just trying to mine for ideas on presenting content marketing, but my mind kept snapping back to that too. 🙂

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  • Daniel Westlake

    Great post and videos. Thanks for sharing.

  • Danny Whitehouse

    This is an absolutely fascinating read. I’ve only managed to watch one video, but will watch the other at lunch. I wonder if it’s possible for other companies to adjust themselves so that they can be as socially active as coca cola and reap just as many rewards. I’m working with a company that has a large presence, but no social media. Where to start?

  • Craig Waller

    It could be a seminal moment, Joe – we’ll see. I worries me that a simple idea (content marketing) is not explained in simple terms. This is a rambling, jargon-filled mess of a corporate presentation. He needs some of the “ruthless editing” he talked about in the first chapter of his “War & Peace”.
    Thanks for sharing…

    • Joe Pulizzi

      Craig…ha…yes, I agree. Especially on the definitions…but also agree that it’s big that a brand like Coke is getting behind this in such a way. Thx for commenting.

  • Ande Lyons

    Great post Joe!

    I’m liking the theory of liquid content linking, and yeah, emotional connection through powerful storytelling and the power of WE is key in SM marketing. Engage, connect – all us ‘small,’ entrepreneurial brands have been implementing this strategy for years. Nice to see a giant is blending their traditional strategy with the new.

    I agree with you, Joe – w/o the illustrations, my eyes would have been glazing over. COKE has a powerful agenda re: doubling sales. All this strategic planning is great – let’s see how they do with actually implementing their liquid content.

    Adele – I’m so on the same page with you re: data becoming the soil and whispering data via a Messiah is key in sharing the message. Provided Coke can connect and emotionally engage/empower Messiah’s to spread the message.

    Thanks for the mental gym workout this morning – loved it!


  • Joel Shorey

    It’s fascinating that a company the size of Coke would put so much focus on creating content. It really shows the focus away from television and print ads into more collaborative, social media, type ways of engaging with customers.

  • Ruth Zive

    Beyond the jargon (and the entertaining scribbles), the most amazing takeaway is the fact that Coca Cola is investing so much in content marketing strategy…and with a goal of doubling sales! That speaks to the power of content marketing without a doubt!

    • Dechay

      That’s what I took away from it too. The fact that Coca Cola is trusting content marketing strategy to double their sales is very exciting. Hopefully, they’ll have a fantastic follow-up video on how it worked for them.

  • Chase

    Great videos. I wish I could get a giant copy of all of it in a poster.

  • Alan

    Sorry, but this was 99% Dilbert. Big fat fertile space? We need to encourage bravery and embrace clarity in our thinking? Well duh. What was going on before, encouraging cowardice? Muddled thinking? Collaborative, adaptive, continuous, blah, blah, blah. The cartoons were awesome though.

  • jyoti_kattna

    great video its really really great. thanks for sharing

  • Blog Tyrant

    The idea of Coca Cola creating content that makes the world a better place could be an interesting thing to see in action.

    • Lucinda Brook

      If I could have ‘liked’ that last comment I would have… 🙂

  • Annyuta

    Although I totally agree with the illustration to be absolutely great, it distracted my concentration away from narration.

  • Alex Maina

    Thanks Lucinda…I agree that some of these moments would have been tough to bear without the great illustration. There were a few parts I was like, “huh?”, but overall I agree, there is something to it and it’s a meaningful change by Coca-Cola.

  • Christian Sarono

    Great! This page must be also read by other people. It contains a lot of useful ideas where everybody will benefit. Two thumbs for this post.

  • Julie Squires

    Joe, this stretches my B2B mind. Adele Revella pointed out the “”Iterate, iterate, iterate. Don’t just replicate your content.” in Part 2, which is one bite-sized piece I can take to our clients. Also like the idea of exporting a company’s *culture* (i.e. Coke: make the world a better place; add value and substance to a person’s day) as we begin to embed product marketing into the wider content marketing, engagement field. Thanks!

  • Julie Squires

    …and it’s in service of Coke doubling sales!

  • Steve Hill

    Great post and links, Joe. The live artwork approach made the videos fun to watch.

    Commenting on Coke’s strategy, it is apparent is they are trying to embrace integrated social engagement across their entire marketing spectrum. Many companies approach social networking as the red-headed stepchild of their marketing strategy, while maintaining traditional marketing elsewhere. It’s not truly integrated, and they don’t really understand how to integrate it. Coke wants to learn how. For a global company like theirs, it’s relatively unchartered waters considering the global reach of their brand,social networking, and the many cultures involved.

    Coke not only wants to entwine social marketing throughout their advertising, they also want to leverage the social community into their campaigns, bringing them into an ever-changing storyline. If the video is correct, it would be a two-way street, where Coke not only listens, but they respond, helping to shape and drive the social participation.

    Static pre-approved marketing campaigns may soon be replaced with perpetual evolving campaigns that take on a life of their own based on community participation and feedback. The idea of integrating comsumers via stortytelling is excellent, as that method resonates with almost everyone..

    Given the viral nature of social marketing, it remains to be seen if Coke will be able to control the evolving message as much as they’d like to, especially if they integrate a lot of automated social input mechanisms. The liquid content analogy is a great description, because sometimes liquids can be readily controlled, and sometimes they can’t. It will certainly be an interesting experiment to watch!

  • Matthew T. Grant

    I appreciated the line, “and data whisperers will become the new messiahs.” Whoa!

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  • Steven Fogg

    This is a great example of “do as I say, not as I do.” (Love the animation and the English voice)

    Seriously if they want to get serious about content marketing and have content that is truly “liquid” they’ve got to start with themselves. The corporate jargon in parts of this video make me shudder.

    Surely they could of worked on their tone of voice and style of language before they put this out on the web.

  • Winn Taylor

    I’m very intrigued to see the implementation of his vision. It brought to mind Zappos and their marketing and business model – Delivering Happiness. They’ve done a fantastic job of engaging their customers on a social level.

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  • Martin Armstrong

    This is amazing! Coca-cola is indeed very powerful. I have nothing against to this as I love this brand!

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  • Punit Dhandhania

    Thanks for posting this, Joe. This is a terrific work and thought leadership by Coke. Even if the move sounds too bold for a company like Coke to do, it is right in the middle of what Publishing Companies are or ought to be doing.

    Building a strategy around Liquid and Linked Content is the future of Publishing. Building a system that manages the dynamic storytelling process in the 5 ways (and perhaps more!) is how publishing companies can find a purpose in their future.

    The thought leadership demonstrated by Jonathan Mildenhall and Coke is fascinating. I will certainly be sharing this with a number of my contacts in the Publishing Industry.

  • Sharyn Sheldon

    Thanks so much for sharing this. Joe, I particularly appreciate the time you took to really decipher the “content” of the videos to pull out the key messages. As I was watching them, I really did think that the videos were meant for Coke’s internal marketing people. This can’t possibly have been meant for the general public, or even for the larger Coke corporate community. The language was pure jargon. I kept having to translate it in my head while I was listening, which distracted from the actual message. Of course, the illustration was pure genius. I would love to see a simplified version of it that gives the big picture of the strategy.

    That said, I think the core of their strategy is actually quite logical, given the direction the consumer world has been moving in. I applaud them for being one of the companies to blaze the trail for other large corporations. And the term “liquid content” is priceless – with it’s own branding subtleties, bubbles and all.

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  • Tim Hawkins

    It’s really exciting that in the last few years trying to evangelise to companies how to do social media and most just do even get it that a company as big as Coke really gets it, it really is a breakthrough for all us Digital Marketers. Coke though have a way to go to totally embrace new media. Particularly online media against more tradition offline forms as they’re still spending billions on advertising to convince people that they provide “the real thing” but if you Google it the coke website can’t be found anywhere. In Social reality space coke have been beaten to claiming the real thing url both on Twitter and Facebook.

  • Joshuasrafan

    I think the core of their strategy is actually quite logical, given the
    direction the consumer world has been moving in. I applaud them for
    being one of the companies to blaze the trail for other large

  • nateriggs

    Incredible approach to strategy. Wow. That’s really all I can say is “wow”.

  • ivon

    Coke has always contained that move the world! effort and dedication is what they put in each of your ads, emotions, feelings, values​​, the video is great.

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  • a

    First they’d have to remove all the crap sodas they sell….then people might believe that they give a rat’s butt. By crap I mean loaded with sugar and or corn syrup. This company is not much better than a cigarette company…Joe Camel and all that B.S.

  • DarioLuna

    There are two things that elevate this film above DVD the usual summer fare. First is the wholesale dvd movies relationships between the characters. Whedon has the pleasure of not having to introduce a lot of characters, and he uses this leverage to get DVD right into the fun stuff.

  • Kylee Wible

    I love this!! But for such a simple message they’ve made it VERY complex. It’s just about connecting with people. Simple. Of course you can’t have a genuine connection based off of scripted content- it’s just like dating. Do pick up lines ever work? No (unless they’re really clever). But, do random occurrences where you share an unexpected laugh with a kind stranger get you all warm and fuzzy inside? Of course!

    At the end of the day we are all human. All humans want to be loved. And you can’t fake that!

    • Jeff Sararas

      I agree it’s overly complex, but there are some useful distinctions in Video 1 at 2:50 (chapter 3), and Video 2 is more rubber-hits-the-road. But yeah, alot of frantic action!

  • Aman

    Pure awesomeness. Love their vision.

  • Read a book

    Thanks, Joe, fantastic post. Shared with my entire team.

  • Andrew Butow

    Jonathan… you are an absolute legend. Proud to say I have know you. I have shared with my team on this side as you managed to articulate perfectly what I have been trying to put into words.

  • markallenroberts

    Shared with my entire network

  • Irritated

    Wow. I found this video mostly incomprehensible. To the extent that I understood it, it makes me angry.

    I’m looking for the emperor’s new clothes, and all is see is a deluded naked guy with boundless enthusiasm for a harmful product.

    Never before have I heard so much marketing double-talk in such a concentrated package.

    I am amazed by the magic Coca-Cola has been able to spin around its heavily sugared waters, which are responsible for so many health problems for millions of people.

    Make the world a better place? Yeah. They need to step up their good works, because they’ve done so much damage. The best thing they could do for the world would be to stop selling Coca-Cola products so effectively.

    • Joe Pulizzi

      You are not the only person to feel this way. From a marketing standpoint, I think what is important here is that a company of Coca-Cola’s size and brand is starting to shift their model a bit away from traditional marketing. I think that’s the story, regardless of the politics behind what they sell.

    • FutureFocus

      As a wellness coach, I can’t agree with you more in terms of the destruction of human health and wellness by these products. As a Christian, I am saddened by the profound lack of ethics in many of their business practices.

      As a local politician, I question what would you do with the 66,000 people or more who would be out of work if Coca Cola went away; this would not be good for human health and wellness either and would definitely create problems with the crime rate.

      As a business person and content marketer, I am always astounded by the sheer genius of this company. They are simply amazing.

      Since there are way too many issues wrapped around this mega-company and the CMI (Joe) cannot be responsible for solving world hunger (so to speak) in a single blog post, it seems a far better idea to learn from Coca Cola’s marketing expertise/genius and start creating content that parallels their efforts so there are far more viable companies on the planet.

      Then people will have more choice about what they put in their bodies, more choice about the companies with which they do business and more options for employment. In other words, don’t harp on the problem, be a part of the solution. Take the lessons and learn.

  • clevergareth

    Fascinating, if you can read between the corporate clap-trap. Define the North Star? Messiahs? I could write a thesis on this, if I had the time.

  • Andreas Ramos

    1) Strip away the cute cartoons and there’s not much. Community, listen, conversations, community created content, sharing, etc. The standard stuff.

    2) Coca-cola’s brand message however is in stark contradiction to its product. They want to make the world a better place? Get rid of corn-syrup drinks. The damage in terms of obesity, diabetes, etc., is staggering. The best thing to drink is plain tap water.

    3) Joe says the point is Coke’s willingness to innovate. It’s simply not going to happen. If Coca-Cola truly gave up control of the message (dominate the conversation), it would open the doors to criticism of its unhealthy products, destructive impact on the environmental, its racist employment practices, and murder of labor organizers. That’s just a short list!

    4) Social media goes both ways. If a company wants to use social, then it becomes part of the conversation. It can’t control the conversation. Ethical, responsible companies will benefit. Coke won’t. So, for me, it’s good that Coke is taking this step; they’re planting the seeds of their own demise.

  • Jeanna B.

    Obviously, the ideas behind changing from a bit more of traditional “old marketing” to “new marketing” with content and social is a great one. I have to agree with Joe that it’s great to see larger companies taking this approach – and interesting they’re so vocal about it, creating a video to share with marketers (since we’re the only ones who care about their 2020 approach). I do feel like the video is chalked full of way too much jargon though and have to ponder if the second part of the video really adds to the conversation since it’s mostly about Coke’s current processes that are holding them back and seem like internal conversations, not external. I appreciate the spirit of transparency, but through most of video two I kinda went, “Huh?”

  • breeanelyse

    I agree with the others that found this to be a bunch of nonsense. How much time and money did they spend to look cool in those videos instead of using that time to create actual meaningful content?

    • Joe Pulizzi

      Just a reminder that the purpose of this video was as an internal educational tool and it’s led to quite a lot of organizational change. So, regardless of what we all think, it has worked for them.

      • Jake Kaufman

        The investment into the internal conversation/training does much to communicate their intentionality moving forward into an evolving, fluid world of content.

        The scaleable takeaway for us with smaller brands (and budgets) is this: Great content starts and ends with the consumer.

  • gregoates

    Not sure what’s more fascinating: Coca-Cola laying out the future of brand strategy online or these comments below. The takeaway here is a brand’s shift away from traditional push marketing toward storytelling that creates a new level of consumer engagement. That’s valid and prescient. As for the comments, for example, about how much time and money Coca-Cola spent on this versus creating “meaningful content,” I think Coca-Cola can do two things at once.

  • Kenni Driver

    Great article! Enjoyed looking at the free examples but couldn’t download and save the examples as a PDF…

    • Michele Linn

      Hi Kenni,
      We can’t recreate the issue on this end. Can you send me an email at michele [at] with more specifics? I’m happy to help.

  • Martin Malii-Karlsson

    some interesting stuff…nothing completely new…For Coca Cola to be brave and take risk to be able to create a positive change and a better place to live, they simple need to change their products and process to become healthy, less sugar, profit share etc…So Why not create the 2020 Coca Cola “the world’s healthiest” brand! That is a bold, innovative and provocative vision and surely it will create a lot of consumer engagement!

  • NancySJ

    Made me thirsty.

  • Henrietta Poirier

    love all the research – but still – we know that great creatives come out of the ether!

  • eman alshazly
  • brendanhowley

    Kinda overheated, this. in point of fact, Mildenhall has moved onto to a company far less inherently in conflict with its aspirational values than Coke: AirBnB. He’s sharp—he’ll move the needle there. Coke is a brand which is already in trouble…and Mildenhall, for all his innovative language and thinking about creativity arguably didn’t do much to prevent the continued hollowing-out of the brand.

  • كيمو نور
  • Maman Seo

    tnx Joe pullizi for your content ! very good ,

  • taita yassine

    Fascinating, if you can read between the corporate clap-trap. Define the North Star? Messiahs? I could write a thesis on this, if I had the time.