Coca-Cola CEO: Knowing ‘what not to prioritise’ is just as important for growth
Niamh CarrollEnhanced data capabilities have enabled Coca-Cola to understand better where and how its growth is generated, CEO James Quincey says.
Enhanced data capabilities have enabled Coca-Cola to understand better where and how its growth is generated, CEO James Quincey says.
The soft drinks giant credits work on lowering entry points through price-pack architecture and digitised B2B platforms after raising organic revenue forecast for 2023.
Around half of FMCG brands grew in value in 2022, with 88% of those who grew also seeing increased penetration in the year, according to Kantar report.
Increased marketing spend and innovation have helped the Coca-Cola brand return to the top 10 in Kantar’s most valuable brands list for the first time in 8 years.
Coca-Cola’s marketing has become much more digital, which is helping to attract previously hard-to-get consumers to its brands, CEO James Quincey claimed.
The Coca-Cola Company’s Javier Meza says the calibre of marketing talent in the business means he is ‘constantly learning’, despite having been at the company since 1998.
Despite mixed results from its expansion into the UK’s alcoholic market so far, The Coca-Cola Company believes there remains an opportunity to seize, starting with its new partnership with Jack Daniel’s.
After making its first “concerted” global push behind the Sprite brand last year, The Coca-Cola Company has now turned its attention to Fanta.
Brands must ensure marketers have time to use both data and human insight to build out a long-term strategy, research bosses at Coca-Cola and Philips argued on a panel today.
Despite a brand health wobble in the UK over the last decade, Sprite remains one of the world’s most valuable soft drink brands. With fresh investment behind its zero sugar variety, analysts believe it is well-positioned to grow The Coca-Cola Company’s status in the flourishing no sugar market.
Coca-Cola plans to drive both affordability and premiumisation to cater to different consumer needs and create growth in a ‘dynamic’ macroeconomic environment.
According to YouGov’s BrandIndex, Fanta’s brand was superior to Lilt’s on all key measures in 2022.
Coca-Cola, Cumbria University and Edinburgh Zoo were the most creatively effective regional press ads over the closing months of 2022, according to Kantar’s ‘The Works’ study.
The drinks giant’s long-running Christmas spot will return later this month, having proved its effectiveness over recent years.
The drinks giant’s core strategy for dealing with the likely challenging economic environment in 2023 will be to “lean into growth”, its CEO has said.