Influx

When a financial analyst announces that he recognizes the impact of one of your recent product launches, but is concerned that it’s not enough, your brand has a lot of work to do.

“While the current success of the brand (Coke Zero) in volume terms is beyond
dispute, we do not believe it is enough to resolve the core issues
Coca-Cola faces: to halt the slide in the carbonated soft drink
category and improve Coca-Cola’s category share.”

Robert
van Brugge-Bernstein

CSDs are in massive decline worldwide because people are seeking healthy alternatives.

Coca-Cola has been skirting around the edges without cracking the real problem; they are reducing calories and they are even adding vitamins. They are trying to make the product healthier, but they need to find a way to make a CSD with nothing artificial in it and a reduce the sugar content.

We’ve already reported on 7-UP’s attempt to make this happen.

It makes sense to expand the portfolio into juices and waters, but people would drink CSDs if they were natural and available everywhere- people are already making them.

Some are very succesful.

How hard can it be for someone with the resources of Coca-Cola?