Coca-Cola will double its mobile ad spend this year.
The company admitted last month it “had not made enough investment in the mobile space.”
Global chief marketing & commercial officer Joseph Tripodi told a Cannes press conference that the company was in the "early phase" of assessing where to allocate its marketing dollars.
In Australia, that decision is settled for calendar year 2013.
"In paid media within mobile in 2013 we expect to invest almost double what was invested in 2012," the company told AdNews in a statement. The company would not disclose a figure for that spend. It is thought to be six figures rather than seven.
More money will also be funnelled into the company's owned channels. Its Rewards and Journey websites are now fully mobile optimised.
"Mobile is a major enabler in this on-going [multichannel] strategy," said the company.
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at email@example.com