Coca-Cola sees boost in sales from World Cup

Coca-Cola has reported a 5% increase in worldwide volume growth for the second quarter of the year, boosted by its World Cup sponsorship and the “Open Happiness” global integrated marketing campaign.

CocaCola campaign
CocaCola campaign

The company says it is “winning in the marketplace with global volume and value share gains in total non alcoholic ready-to-drink beverages as well as across the sparkling and still beverage categories.”

In particular, it cites the Coca-Cola brand, which was up 5% in the second quarter and 4% year-to-date, saying its marketing approach “continues to energise the company’s growth through our investment in global properties” .

Broken down, total sparkling beverage volume increased 3% in the quarter, with international sparkling beverage volume increasing 4%. Total still beverage volume increased 10% in the quarter, led by continued growth in juices and juice drinks, sports drinks, teas and water brands. Still beverage volume increased 11% internationally.

Muhtar Kent, chairman and chief executive officer of The Coca-Cola Company says: “I am pleased with the performance of our Company, where we once again delivered a solid quarter of growth with consistent profitable results inspired by our 2020 vision and fueled by our strategic marketing, innovation and focused execution. We continue executing around the globe in close alignment with our bottling partners, leveraging our scale and unique global platforms – such as our FIFA World Cup campaign – to build the equity and global share of our brands.”

Yesterday (20 July), rival Pepsico reported its income had fallen by 3% in the second quarter of 2010, “driven by the acquisition of its two anchor bottlers, broad-based gains across its snack and beverage portfolio in key international markets, disciplined investments in strategic initiatives and prudent cost controls.”

PepsiCo chairman and CEO Indra Nooyi, says: “Our results reflect our ability to generate sustainable growth across a global snack and beverage portfolio despite continued macroeconomic challenges. In line with our plan, our bottler integration is on track and unlocking opportunities and efficiencies.”

In the UK, Coca Cola has come under pressure after signing off an offensive update in the Dr Pepper Facebook competition without knowing what it meant. The company is now reviewing its digital marketing arrangements.


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