Coca-Cola has replaced its corporate UK site with a new ‘digital magazine’ that aims to take the user on a journey through the brand.
The site will still feature standard corporate content such as press releases and company reports, but its layout, design and editorial focus will now more closely resemble a digital magazine.
As a result, the new ‘Coca-Cola journey’ site will have a greater multimedia and storytelling focus in a bid to drive brand engagement by making the site more ‘socially enabled’.
The site features original content designed to tell the story of Coca-Cola as well as cover universal topics and social causes.
It will feature both branded and non-branded content in an “editorial style” and an interactive Q&A section.
“The launch of Journey gives us the opportunity to shift the way we communicate online,” said Stanislas Magniant, digital communications director for Coca-Cola North West Europe.
“Through Journey we want to bring to life the stories about our company, our brands, our employees and our actions around the world. 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 drinks giant is also investing in videos and graphics, and will work with a range of journalists, bloggers and writers.
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.