Coca-Cola is more than just a drink - it’s part of pop culture. On this episode of The Speakeasy, we sit down with Stefan Rothenbuehler, the man behind Coke’s partnerships in music, entertainment and culture. From putting Fanta at the heart of Halloween by teaming up with Warner Bros. for Beetlejuice 2, to using new technologies to deliver great experiences for consumers, Stefan shares how one of the world’s most iconic brands stays fresh, shows up authentically and connects with new generations of fans.
00:00 – Intro & Stefan’s background
Career journey and the path to Coca-Cola.
03:20 – Coke’s philosophy on partnerships
How the brand decides which properties, music, and cultural moments to get behind.
07:45 – Balancing heritage with staying relevant
What it means to future-proof one of the world’s most iconic brands.
12:10 – Activating partnerships authentically
Blending life, digital and product experiences, and his view on gaming and emerging tech's role in future campaigns.
18:35 – Case Study: Beetlejuice Beetlejuice x Fanta
Behind the scenes of the Warner Bros. Discovery collaboration.
25:15 – Why Halloween matters
Making Fanta central to a cultural moment and engaging Gen Z & youth audiences.
31:40 – Chalk Talk
What rights holders, event organisers and IP need to know to attract a partnership with Coca-Cola.
38:50 – Closing thoughts
Final reflections and key takeaways.