Top Marketing Executive at Coke Resigns

Coca-Cola U.S.A., Atlanta, said Wednesday that its senior vice president for marketing, Sergio Zyman, who was involved in the highly successful “Coke Is It” campaign and the controversial introduction of New Coke, has resigned.

John C. Reid, currently vice president for marketing in the fountain department, will take over Zyman’s position Aug. 1, Coca-Cola said.

The company said Zyman plans to lead a Mexican private investment group.

He joined Coca-Cola U.S.A., the domestic soft-drink division of Atlanta-based Coca-Cola Co., in 1979 after working with an advertising agency and Pepsi-Cola Co. in his native Mexico.

Zyman has held several positions in Coca-Cola, including director of marketing for foun- tain sales and vice president of bottler operations. He was project director for the popular “Coke Is It” campaign.

Industry analysts credited Zyman with rejuvenating the Sprite brand and with heading the successful introduction of Cherry Coke and Minute Maid sodas.

Zyman also played a major role in the introduction of New Coke last year. But consumer complaints forced the company to bring back the original formula under the Coca-Cola Classic label.

Industry observers called Zyman’s departure a surprise.

“Sergio has been a major force at Coca-Cola,” said Crawford Johnson III, president of Independent Coca-Cola Bottling Co. United in Birmingham, Ala. “Maybe he just felt he’s done all he could and needed a new challenge.”

Reid also had been vice president of strategic planning for Coca-Cola U.S.A., heading that department since 1981. He joined the market research department in 1974 as sales forecasting manager and later served as group manager of analysis and support services.