Starting with sugar, the company had to rethink recipes for 32 drinks to reduce sugar over the last two years. Those actions have removed 10,700 tons of sugar to date with another 23,000 thousand tons to be removed in 2017. Translation: 40% of
The Company’s “One Brand” strategy—uniting all
While many business decisions contributed to this achievement, the “One Brand” strategy was one of the biggest drivers of this change. In fact, Chile was the first Latin American country to employ this new, innovative strategy.
The idea is simple: promote low and no-sugar versions of
The Same Taste
Part of the challenge was making sure consumers who wanted to try our low and no-sugar varieties—namely
Once the company made sure they were available, they needed to get people to want to try them.
So they embarked on an ambitious sampling campaign, delivering more than 1 million samples throughout the country in outlets like supermarkets, bus terminals, and convenience stores. The results were so successful that the company reached 60% of the people they wanted to reach.
Coca-Cola Zero may have shed its all-black look for a touch of the Coke Red the world knows and loves, but the taste and results speak for themselves.
More on Journey
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- Coke’s Way Forward: New Business Strategy to Focus on Choice, Convenience… and the Consumer
- Coca-Cola Reclaims Title as Most Effective Brand Marketer in Effie Index
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