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Erik: How did working at Coca-Cola out of college shape your marketing career ambition?
Randall: Erik, working with the big brands, the major brands at Coca-Cola, anything from
obviously Big Red, the main product Coca-Cola, to Sprite, even some of their upstart products
that they launched while I was there really leant itself to a discovery point in the career
when you see a company like Coca-Cola who is focused so much on the soft drink launch
a product like Dasani Water for example so for all these years Coca-Cola is impressing
upon the consumer ‘Soft drinks, soft drinks, soft drinks’ and then all of a sudden you
have a situation where they’re taking on Minute Maid with their various juices, off
the beaten path products like Fruitopia and Dasani Water most importantly. So,
whenever Coca-Cola decided to launch a bottled water product such as Dasani they used a grassroots
campaign not just in the corporate head quarters in Atlanta but throughout the Southeast but,
they were hitting on more on premise promotions at fitness centers, at local grocery stores,
realizing what they were doing with a unique product launch that is so rare for them with
a bottled water product, trying to compete with the likes of Aquafina, distributed by
Pepsi, was really an amazing experience for me just to witness the various efforts that
they were taking on both - on a localized grassroots marketing campaign, but then also
doing a national print campaign, doing some broadcast work, so all these different elements
of the campaign leant itself for me anyway to take away some key learnings that were
definitely affecting my growth as an employee and further on my career.