Coca-Cola has scrapped its UK-centric website in favour of its existing global platform, Journey, as it looks to pull together all aspects of the brand with a focus on both branded and non-branded content.
Coca-Cola Journey will include original content designed to tell the story of Coca-Cola as well as cover universal topics and social causes. The editorial style of the platform focuses on providing informative educational content and follows the drinks giant's move to harmonise its four distinct brands (Red, Life, Zero and Diet) into one marketing strategy.
In Great Britain Coca-Cola Journey will feature an interactive Q&A section in which consumers can read about its ingredients, products and business. Consumers can also submit their own questions to the site, which will then be answered by the brand's consumer response team.
To launch the platform in the market the brand has called on ambassadors Rita Ora and Will.i.am to deliver exclusive content signalling Coca-Cola's ambitions for Journey to move more towards multimedia and curated content.
The drinks giant is also investing in videos and graphics, and will work with a range of journalists, bloggers and writers.
While Journey will still house corporate content such as press releases and company reports, its layout, design and editorial focus will now more closely resemble a digital magazine rather than a traditional company website.
Stanislas Magniant, digital communications director, Coca-Cola North West Europe, called the platform the "anchor of our digital storytelling strategy".
“The launch of Journey also gives us the opportunity to shift the way we communicate online,” he said. “Through Journey we want to bring to life the stories about our company, our brands, our employees and our actions around the world to tell our story in its entirety. We also want to make our stories more appealing, relevant and engaging to people by using the right multimedia content to bring them to life."
The launch of Journey in Great Britain also marks the merging of the @CokeZone Twitter feed with @CocaCola_GB this month.
Coca-Cola launched Journey in the US in 2012 and is available in Germany, Morocco, Japan, Australia, New Zealand, Pakistan, Russia, Spain and Ukraine.