How Working at Coca-Cola Shapes Marketing Career Ambition
In Chapter 4 of 11 brand marketer and Austin on-air radio personality Randall Metting shares how an Atlanta marketing job at Coca-Cola out of college shaped his career. Metting get involved with the Dasani Water product launch and learns about grassroots marketing, regional promotions, and new category expansion. Metting is a brand developer focused on the intersection of luxury goods, professional sports, and charitable cause sponsorship and promotion.
Erik: How did working at Coca-Cola out of college shape your marketing career ambition? Randall: Erik, working with the big brands, the major brands at Coca-Cola, anything from obviously Big Red, the main product Coca-Cola, to Sprite, even some of their upstart products that they launched while I was there really leant itself to a discovery point in the career when you see a company like Coca-Cola who is focused so much on the soft drink launch a product like Dasani Water for example so for all these years Coca-Cola is impressing upon the consumer ‘Soft drinks, soft drinks, soft drinks’ and then all of a sudden you have a situation where they’re taking on Minute Maid with their various juices, off the beaten path products like Fruitopia and Dasani Water most importantly. So, whenever Coca-Cola decided to launch a bottled water product such as Dasani they used a grassroots campaign not just in the corporate head quarters in Atlanta but throughout the Southeast but, they were hitting on more on premise promotions at fitness centers, at local grocery stores, realizing what they were doing with a unique product launch that is so rare for them with a bottled water product, trying to compete with the likes of Aquafina, distributed by Pepsi, was really an amazing experience for me just to witness the various efforts that they were taking on both - on a localized grassroots marketing campaign, but then also doing a national print campaign, doing some broadcast work, so all these different elements of the campaign leant itself for me anyway to take away some key learnings that were definitely affecting my growth as an employee and further on my career.