After spending 130 years building a global brand, Coca-Cola is prepared to up the ante. The company has embarked on an aggressive 5-year digital transformation journey.
Under the 2-year-old SmartLabel initiative, companies are using digital technology to give a growing number of consumers more thorough product information.
Mondelez International this week launched one of the first sponsored SmartLabel apps to give shoppers on-the-spot, in-store access to detailed product information.
Uber has collaborated with Walt Disney Co. on a marketing activation that transforms the car-service company's user app into a themed Rogue One: A Star Wars Story experience.
Consumer spending is predicted to reach the highest level since the Great Recession, and the clear winners will likely be the major dot com destinations, including leading brand web sites.