Inside Coca-Cola: The Key to Culture Marketing with Stefan Rothenbuehler
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Inside Coca-Cola: The Key to Culture Marketing with Stefan Rothenbuehler
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00:00 – Intro & Stefan’s background
Career journey and the path to Coca-Cola.
03:20 – Coke’s philosophy on partnerships
How the brand decides which properties, music, and cultural moments to get behind.
07:45 – Balancing heritage with staying relevant
What it means to future-proof one of the world’s most iconic brands.
12:10 – Activating partnerships authentically
Blending life, digital and product experiences, and his view on gaming and emerging tech's role in future campaigns.
18:35 – Case Study: Beetlejuice Beetlejuice x Fanta
Behind the scenes of the Warner Bros. Discovery collaboration.
25:15 – Why Halloween matters
Making Fanta central to a cultural moment and engaging Gen Z & youth audiences.
31:40 – Chalk Talk
What rights holders, event organisers and IP need to know to attract a partnership with Coca-Cola.
38:50 – Closing thoughts
Final reflections and key takeaways.
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