Coca-Cola hails “inspirational” marketing as profit soars
Coca-Cola says “inspirational” marketing campaigns for its global brand portfolio helped lift revenue by 13% last year.
Net revenue from brands including Coca-Cola, Diet Coke and Powerade was $35.1bn (£27.8bn) in 2010, up from $30.9bn (£19.2bn) a year earlier.
The revenue gain, and a positive impact from last year’s acquisition of bottling business Coca-Cola Enterprises helped boost profit by 59% to $14.2bn (£8.8bn).
All major territories reported improved volumes. North America, Europe and Japan registered increases of 3%, 2% and 2% respectively.
Muhtar Kent, chairman and chief executive officer, says that “strategic investment in inspirational marketing as well as sales and marketplace execution” helped boost sales.
Volume growth from still beverages brands such as Dasani, VitaminWater and Powerade was 9% in the final quarter of 2010, outpacing the company’s carbonated drinks portfolio on 5%.
