Coca-Cola says summer marketing made its brands fizz

Coca-Cola says its summer marketing campaigns have resulted in volume uplifts for its master and Coke Zero brands in Europe.

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The soft drinks maker says Coke Zero grew in volume by 14% and Coca-Cola grew 1% in the third quarter in Europe. Net revenue for all of its European drinks brands in the quarter grew 5%.

Coca-Cola’s volume grew 5% internationally in the quarter, led by brand Coca-Cola. Revenue grew 45% to $12.2bn (£7.8bn), helping profit grow 8% to $2.2bn (£1.4bn)

Global summer marketing activity for Coca-Cola has largely focused around a multi-platform retro campaign to mark the brand’s 125th anniversary.

Recent UK marketing campaigns have had a strong music focus and have included collaborations with bands and artists such as Maroon 5 and One Night Only.

Joe Belliotti, director of global entertainment marketing at The Coca-Cola Company told Marketing Week earlier this year that the company aims to make its music marketing platform an “established music brand” in its own right, pitching it against brands like iTunes and Spotify.

Coca-Cola also says its continued focused on “segmenting occasion-based package and price points” helped drive revenue growth in the UK and Europe.

Muhtar Kent, chairman and chief executive officer of The Coca-Cola Company, says: “Today, as we execute our 2020 Vision, we continue to strategically invest in consumer marketing and sales execution, all with a single-minded goal of becoming the beverage leader in every market and in every category of value to us.”

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