The new Coca-Cola CEO E. Neville Isdell continues to shake up the upper ranks after assuming the top job June 1.
He has promoted Chuck Fruit to chief marketing officer, replacing Daniel Palumbo, who the company said is leaving to pursue other opportunities. Palumbo joined Coca-Cola about one year ago.
Earlier this month Steven J. Heyer, the president and COO of the company, said that he would leave following a mutual agreement between Heyer and Isdell. Heyer had been considered a candidate for the top job and is continuing in his role over the next several months to help with an orderly transition.
Fruit joined Coca Cola in 1991 as head of global media services. Most recently, he was senior VP-integrated marketing.
In other company news, on July 1, Coca-Cola will unveil its latest marketing masterpiece, a six-story digital canvas that will feature custom-created imagery promoting its top brands.
The three-dimensional digital display will promote Coke Classic, Diet Coke and the company’s latest creation, its mid-calorie cola, C2.
Ceremonies marking the debut of the canvas will include The Time Machine, a three-minute audio and video tribute featuring the New York City landscape and Coca-Cola images over the last 80 years. The video runs at the top of each hour.
“Given the location of this sign at the world’s most famous crossroads, the new display provides an experience and projects an image that is globally relevant,” said Javier Benito, CMO for Coca-Cola North America.
Coca-Cola has posted its advertisements around Time Square since 1920. The digital display was developed by more than 40 engineers and designers and features advanced screen and digital technologies including global positioning systems to remotely manage the controls, 2.6 million light emissive diodes (LED) to illuminate the image and 57 bits of processing to power the speed for the animation. It includes 32 custom-made convex and concave high-definition LED screens. The technologies allow for a 60-degree vertical and 140-degree horizontal viewing angle.
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