Coca-Cola to reinvest productivity savings into brand building marketing

Coca-Cola is launching a global cost-cutting initiative that will see productivity savings reinvested into brand building marketing campaigns.

Coca-Cola’s Olympic campaign featuring Thomas Turgoose

The first initiative, part of a wider programme dubbed “Productivity and Reinvestment”, aims to make up to $400m (£253m) in annual savings by 2015, which will be redirected to “system-wide brand building initiatives” as well as mitigating rising commodity costs.

Coca-Cola says the programme will “drive profitable growth through marketing and innovation effectiveness” by making productivity savings on operationalprocesses such as those conducted by its IT systems, supply chain and simplifying how it uses data.

The company says productivity is a “core pillar” of its “2020 Vision”, which sets out its target to double revenue in the next eight years.

The announcement comes as Coca-Cola’s net operating revenue grew 33% to $46.5bn (£29.4bn) for the full year to 31 December, fuelled by growth in its sparkling beverage division. Operating income rose 20% year on year to $10.2bn (£6.5bn).

In Europe, net operating revenues rose 4% to $5.5bn (£3.5bn) in the period, driven by the Coca-Cola and Coca-Cola Zero brands. Operating income also rose 4%, to $3.1bn (£1.9bn).

Coca-Cola says it leveraged integrated marketing campaigns centred around Christmas and the 2012 Olympic Torch relay in the last three months of the year, which helped grow its sparking beverage volume by 1% in the quarter.

The beverage maker adds that a continued focus on segmenting occasion-based package and price points also helped drive revenue growth.

Muhtar Kent, Coca-Cola’s chairman and chief executive officer, says: “Our solid performance reflects the continued investments we have made over time and in every economic condition to strengthen the health of our brands, starting with brand Coca-Cola, the very oxygen of our business.”

Coca-Cola celebrated its 125th anniversary last year and rolled out a series of campaigns to mark the occasion, including re-running its famous 1970s “hilltop” campaign and featuring the anniversary on limited edition packaging.

Read what MW learnt when it visited Coca-Cola’s Atlanta HQ in May here.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now


Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email

If you are looking for our Jobs site, please click here