Coke's website overhaul - FT.com Agency: In-house Territory: Global Verdict: 3/5 Coca-Cola has been credited with everything from the popularisation of Santa Claus to promoting global diplomacy. Those narratives are carefully shaped through advertising, marketing and social media. Now the company is trying to rethink how it tells its story on its corporate website, changing it from a staid chronicle of data and upcoming events into a digital magazine more akin to a news website. "Coca-Cola Journey" is a slick package that houses press releases, securities filings, photography, video and blogs. It is the first overhaul of the website in more than five years and was inspired by a quarterly in-house magazine produced in the 1980s. The latest incarnation will have 25 contributors, producing up to 45 new "stories" per month, hundreds of images, thousands of videos and daily "debates." "Our corporate site is our most trafficked online property, so we wanted to create an experience that would make this incredibly valuable digital real estate work harder," says Ashley Brown, Coke's director of digital communications and social media. While Coke is clearly breaking new ground, it does risk turning off its core online audience: investors. However, for a company selling the world liquid refreshment, a flat website was unpalatable.