SpendscapeCompanies · CPG
Coca-Cola
AdvertiserKO
Coca-Cola spent $5.40B on advertising and marketing in fiscal 2025, up 5.9% on the year before and +35% since 2019.
$5.40Bmarketing spend, FY2025
+5.9%vs the year before
Say brand/flatsay vs do
Marketing spend by year
Bars: advertising and marketing expense, $B (10-K).
What they told investors
“We got back to the brand equity scores.”James Quincey · 2025 Q2 · transcript
Say vs do
Say brand/flat. In 244 statements from its leaders in interviews, 11 argued for investing in brand and 1 for cutting; the filed spend went flat.
In the news
- Coca-Cola just rebranded Inca Kola, and there's a controversial detail Yahoo · Sep 27, 2026 · brand strategy
- Coke celebrates that winning feeling in Olympics campaign Campaign UK · Sep 27, 2026 · campaign
- Coca-Cola’s Top Marketer Reveals What He’s Looking For In His Next Agency ADWEEK · Sep 17, 2026 · agency move