The Coca-Cola Company has decided to replace its corporate website with an interactive digital magazine in a bid to use digital communications to drive business results and share the Coca-Cola system story with the world.
As part of the change, while the website will continue to house corporate content such as press releases, investor information, SEC filings, company reports, executive biographies and job postings, its layout, design and editorial focus now will more closely resemble a digital magazine than a company website.
Titled 'Coca-Cola Journey', the digital magazine will feature universally important topics and social causes, apart from company news. It will showcase original and curated content with an aim to spark dialogue and tell the story of Coca-Cola in a creative and refreshing way.
The magazine will showcase content by type (stories, opinions, brands, videos and blogs) and topic (brands, business, community, entertainment, environment, health, history, innovation and sports). In addition, Coca-Cola Journey will also include infographics and a 'debate board', which will poll readers on a range of Coke-related topics.
Clyde Tuggle, senior vice-president and chief public affairs and communications officer, The Coca-Cola Company, says, "Coca-Cola Journey is the most ambitious digital project Coca-Cola has ever undertaken, and we are doubling-down on our commitment to be a quality publisher of compelling content. We hope Coca-Cola Journey will be a place where people will share their curiosity about the world, engage in stimulating debate, and find out what is at the core of Coke - our brands, our business, our people and our ever-expanding commitment to social good."
The launch issue of Coca-Cola Journey features a cover story on Coca-Cola's commitment to supporting schools in India, chairman and CEO Muhtar Kent's 'five keys to innovation', an interview with NASCAR driver Danica Patrick and more than 70 other original pieces of content.
Ashley Brown, director of digital communications and social media, Coca-Cola, elaborates, "We designed Coca-Cola Journey to be a sharp departure from how companies use their corporate websites. Our corporate site is our most trafficked online property, so we wanted to create an experience that would make this incredibly valuable digital real estate work harder for us."
The company claims that Coca-Cola Journey is the latest product to showcase continued investment by Coca-Cola in digital communications and social media. In September, the company launched Coca-Cola Unbottled, the company's first corporate communications blog and real-time digital communications vehicle.