Recession is a massive opportunity for Coca-Cola: Jonathan
Mildenhall  ET Bureau Jun 21, 2013, 05.11AM IST ("In times of
economic uncertainty,…)  From vending machines that enable Coke
drinkers to send a free drink to someone over halfway across the
world to shareable cans to blocks of ice that double up as
bottles, Coca-Cola has emerged as one of the world's most
daring, audacious marketers. Brand Equity caught up with
Jonathan Mildenhall, VP of global advertising strategy and
creative excellence at the Coca-Cola Company for a quick Q&A on
the sidelines of the Cannes Lions Festival of Creativity.  What
are the impulses that have driven the changes at Coca-Cola from
purely TV-led work?  The average consumer will drink non-
alcoholic beverages 10 times a day. I want to make sure our
brands are the most salient. We don't have the bandwidth to
create the content that will be in front of people 24 hours a
day. Our job is to make brands top of mind more often than our
competitors. If I can get our fans, particularl