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Coca-Cola Revamps Its Website
By Anthea Quay, 13 Nov 2012
Soft drink giant Coca-Cola has redesigned its website—thecoca-colacompany.com—to make it look more like an online magazine than a corporate website, for a consumer-friendly philosophy.
The makeover is described by the company’s executives as “the most ambitious digital project they have undertaken”, according to The New York Times.
The revamped platform will be named ‘Coca-Cola Journey’, after a magazine Journey that was published for the company’s employees from 1987 to 1997.
Coca-Cola Journey will cover entertainment, environment, health and sports to corporate announcements; it will also feature interviews, opinions columns, video and audio clips, photo galleries and blogs.
The site would still contain the company’s business content, such as biographies of executives, investor information, job postings and new releases.
The redesigned website would work like a real magazine: four full-time employees, 40 freelance writers and photographers and “people throughout the Coke system, in marketing and public relations” would be providing content for the hub—director for digital communications and social media at Coca-Cola Company in Atlanta, Ashley Brown, told The New York Times.
“My team, the digital communications and social media team, has been re-formed in the last year to look like an editorial team at a long-head magazine,” Brown said, “with a production schedule and an editorial calendar.”
“We are acting as newshounds in the organization. It’s very much like a newspaper or a magazine.”
“I’m sure we’re going to make mistakes, and readers are going to tell us”.
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