The food and beverage giant strengthens its ties to the entertainment world and launches an in-house content creation studio called ‘The Creators League’ in the business epicentre of New York. Proclaiming a daring vision of “selling enough unbranded content to cover the costs of creating ad content that does fuel product sales”, it’s a bold move through which the brand hopes to reap benefits beyond the content produced. With its stratospheric goal of “behaving like a Hollywood studio”, the company’s vision is of ultimately funding their own marketing.