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November 14, 2018: 12:00 AM EST
Coca-Cola recently relaunched its Facebook, Twitter, and Instagram accounts after deleting all content in favor of a more unified voice, point of view, and attitude – namely, greater optimism. The “holistic reset,” which took place on World Kindness Day (November 18), “an appropriate day and moment to kick off messages of positivity, but also when you look at Coke and what Coke stands for,” according to social media chief Sarah Traverso. For example, the company uploaded 99 posts on Instagram with the intention of flooding people’s feeds with happy, positive messages.
Katie Richards, "Coca-Cola Wiped Its Social Media Accounts, Then Relaunched With a Positive, Happy New Look", Adweek, November 14, 2018, © Adweek
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