Coca-Cola
A New Coca-Cola Limited Edition Visits The Future
Following other Coca-Cola limited editions with mystery tastes, the new Coca-Cola Y3000 is intended to evoke the future. AI has helped influence both flavor and packaging, using the Creations platform. Y300 includes zero and full sugar options in the US and Canada. Customers are invited to scan a QR code on the package, taking them to the Creations site, where they can explore what the year 3000 might look like. Like all Coca-Cola limited editions, “the flavor profile is always, we say, 85 to 90% Coke. And then that 10-to-15% twist of something unexpected,” according to Oana Vlad, senior director of global strategy at Coca-Cola.”
Coca-Cola's Fanta Unveils £70k Prize Pool in UK Halloween Promotion
Coca-Cola Europacific Partners revealed its Fanta Halloween campaign, to help retailers capitalize on the growing demand for soft drinks during the spooky season. Shoppers can scan QR codes on limited edition Fanta packs, directing them to the Coca-Cola app to play a Halloween game. They then discover instantly if they've won a prize from Fanta's largest-ever £70,000 prize pool or encountered a frightful surprise. Fanta has established itself as a Halloween staple and contributed significantly to flavored carbonates growth last year, making this year's Halloween campaign a key strategy for Fanta and its retailers. Activity will encompass Fanta Orange, Orange Zero, Lemon, Fruit Twist, Fruit Twist Zero, Grape Zero and Raspberry Zero and will include a multi-million-pound marketing campaign with a TV ad, paid social media, influencers, digital, experiential and out-of-home advertising.
Reyes Coca-Cola Bottling to Invest $500M In Expanding California Facility
Reyes Coca-Cola Bottling is embarking on a major expansion project at its current facility in Rancho Cucamonga, California. The $500 million investment will see the facility gain full production capabilities, becoming the fourth location in California where Reyes Coca-Cola Bottling manufactures its products. Expansion involves demolishing and rebuilding the facility, and temporarily relocating operations to Fontana. When built, it will be a 620,000 sq. ft. state-of-the-art campus, emphasizing safety and sustainability. It’s expected to create new jobs, contribute to regional economic development, and align with the company's commitment to environmental responsibility. If approved, construction could start in 2024, with operations commencing by summer 2026.
Coca-Cola Is Changing Its Marketing Focus, Towards AI, Away From TV
Manuel Arroyo, Coca-Cola’s global chief marketing officer, believes a focus on growing its global consumer base instead of short-term sales goals will help reverse a decline in market share and brand perception. It now devotes less to TV ad spend and more to live events and digital activation. With culture issues increasingly important in the age of social media, it remains careful about which political issues it gets involved in but is also keen to ensure it alienates no-one. AI is another key aspect of marketing today and Coca-Cola was one of the first major brands to use generative AI in campaigns, at the same time as putting less effort into Web3 and the metaverse. Arroyo said that by the end of this year, the company will have a strategy more focused on AI adoption, although recruitment and legal pitfalls are challenges. Coca-Cola’s management sees greater potential in events and digital than in TV.
BODYARMOR Expands Internationally, Launching in Canada in 2024
BODYARMOR Sports Nutrition, known for its premium sports drink products, is making its international debut in Canada in January 2024. The brand, founded in 2011, offers coconut water-based sports drinks packed with electrolytes and antioxidants. Expansion includes the original BODYARMOR Sports Drink and the low-calorie BODYARMOR LYTE. There are new eight SKUs in Canada, with flavors like Strawberry Banana and Peach Mango. BODYARMOR aims to provide consumers with better hydration options, emphasizing natural ingredients and functionality. The move is part of their global expansion plans, with Canada as the first step, and they are confident in the brand's reception in new markets. Separately, Jennifer K. Mann, the corporate senior vice president and president of the North America operating unit for Coca-Cola, outlined the company’s growth strategies, including simplifying the organizational structure and reallocating resources towards marketing and customer teams. Mann expressed a determination to improve the performance of BODYARMOR, with a focused action plan, enhanced marketing, innovation and better execution.
Danone
Danone Launches New Supplier Partnership Platform
In an attempt to build closer relationships to suppliers and other external entities, Danone has developed a “global strategic partnerships programme”. It started with a joint business development plan with Chr. Hansen, a Danish ingredients company, and it has agreed three more recent supplier deals. It aims to bring that number to around 10 by the end of 2023. Its venture arm, Danone Manifesto Ventures, is involved, and it’s also seeking to partner with start-ups and academic institutions.
Keurig Dr Pepper
Keurig Dr Pepper Eyes Innovation and Premiumization To Counter Potential Recession
Keurig Dr Pepper expects innovation and premiumization in its beverage categories to boost sales, volume and consumer engagement. It remains confident amid talk of a potential US recession, with CEO Robert Gamgort noting that historical disruptors often occur unexpectedly. Should a recession materialize, the company has a well-defined playbook to navigate it. Keurig Dr Pepper aims to counter slower pricing growth by enhancing marketing efforts and offering premium products to maintain consumer interest. Gamgort highlights opportunities in filling gaps in the portfolio, including energy, sports hydration and ready-to-drink coffee, as the company seeks to cater to evolving consumer preferences and occasions.
Other Companies
ZOA Energy Gets Investment Boost From Molson Coors To Fuel Growth, International Ambitions
Molson Coors Beverage Company is to increase its investment in ZOA Energy, to help the brand boost media and marketing spend for incremental sales and international expansion. As part of the deal, Molson Coors will remain ZOA’s exclusive distribution partner and have Board representation. ZOA can be bought at over 42,000 retail outlets and 160,000 points of distribution across the US and Canada. It sold more than $100 million in 2022, 138 percent up on the previous year. 2023 plans include innovation, a new design for the can and new flavors, adding to the recently launched Strawberry Watermelon and Cherry Limeade.
Juvee And Gopuff Collaborate On New Energy Drink, Peachy Mangopuff
Juvee, a producer of energy drinks, and online delivery platform Gopuff have teamed up on a co-branded limited-edition beverage called Peachy Mangopuff. It blends tropical flavors and functional ingredients, like panax ginseng, l-theanine and taurine. The result is an energy boost and focus enhancement, with each 12 oz. can containing 128 mgs of caffeine, B and C vitamins, 5 calories and no sugar. Cans are priced at $3.49 and sold exclusively at Gopuff.
Daily A-Z Vitamin Drink, A New Beverage From Clearly Drinks And Huel
A new partnership between Clearly Drinks and nutrition brand Huel should help the former expand into new growth beverage categories with Daily A-Z Vitamin drink, containing 26 vitamins and minerals. Huel’s founder, Julian Hearn, said it has taken more than two years to bring the new drink to market.
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