Coca-Cola CEO: Key to growth is matching consumer desires
Niamh CarrollIdentifying a “huge opportunity” for growth as a total beverage company, Coke is using granular consumer insight to dictate investments, explains CEO James Quincey.
Identifying a “huge opportunity” for growth as a total beverage company, Coke is using granular consumer insight to dictate investments, explains CEO James Quincey.
Coke Zero Sugar provides an opportunity for the trademark brand to reach a new set of consumers and provides existing drinkers with the choice to enjoy the product over more occasions, says senior director of global strategy, Oana Vlad.
Rajeev Sathyesh takes over as Heineken’s UK marketing director as Michael Gillane moves to Europe to become director of commercial development role.
Innovation contributed 30% of gross profit growth in 2023 CEO James Quincey told investors, claiming a focus on “taste superiority” was ensuring its success.
Diageo launched its breakthrough innovation team last month, which will focus on creating innovation beyond “liquid in a bottle”, something that director Guy Middleton says is crucial for its growth.
Cadbury is a brand committed to consistency, but the pressures of delivering short-term as well as long-term growth means that path isn’t without its challenges, says brand lead David Clements.
The delivery company has been named the winner of the latest edition of The Works thanks to strong ad performance in a difficult digital environment.
Diageo lost market share in 70% of its portfolio in the six months to the end of December. However, the business will not resort to leaning on price promotions to drive “short-term” share growth at the expense of brand equity, its CEO said.
Peroni Nastro Azzurro 0.0% has signed a multi-year partnership with Scuderia Ferrari, the car marque’s racing division, in a deal that represents an “amazing” fit for the two, according to the brand’s CMO.
The trial, designed to make recycling simpler, “could contribute to longer-term changes to the way brands communicate with their consumers”, says Coca-Cola Europe marketing vice-president, Javier Meza.
Crosta & Mollica’s top marketer believes the brand has “punched above its weight” in terms of growth so far but it is now looking to invest to drive brand awareness further.
Increased prices have played a significant role in Premier Foods’ sales growth in recent years. This boost is now fading, but the business is confident in its formula of brand investment and innovation to drive continued success.
As a premium, fresh-food, branded proposition, Charlie Bigham’s does not fit in with the ready meal category; however, it is these differences that allow it to stand out and deliver “real value” for its consumers, says marketing director Gill Green.
New Guy is the Coca-Cola Company’s first ad that brings together different brands in its portfolio in the same spot.
As category leader, AB InBev believes it has a responsibility to grow beer as a whole, and is using a major partnership between the Olympics and non-alcoholic product Corona Cero to do this.