Coca-Cola is piloting a new experience-led approach to integrated marketing | The Drum

Coca-Cola has introduced a new framework for integrated marketing communications, called integrated brand experience (IBX), as a pilot in South East Asia, part of a strategy to modernise the way it markets to potential customers.
— Read on www.thedrum.com/news/2019/04/18/coca-cola-piloting-new-experience-led-approach-integrated-marketing