Packaging Profile: Coca-Cola

Introduction

Scope

Coca-Cola's mission is to refresh, inspire and make a difference

Key findings

Market Position

Key brand facts

No getting away from prominence of TCCC brands in carbonates

Coke's global share of throat vs share of wallet in cola carbonates

TCCC holds a more regionally attractive spread than PepsiCo

Timeline: Contour bottle, embodiment of Coke, launched in 1916

Timeline: 2011 sees Coca-Cola celebrate its 125th birthday

Coca-Cola, unassailable cola brand, tops the low-calorie charts too

Global Iconic Packaging Design

Creation and evolution of the contour bottle that epitomises Coke

TCCC employs contour bottle silhouette across packaging portfolio

Coca-Cola packaging family in 2011 celebrates its heritage

Coca-Cola Zero pack family in 2011: Use of black for male target

Brand strength enables some creativity in its limited edition designs

The aluminium bottle adds diversity to Coke's packaging portfolio

Coca-Cola's importance underpinned by buoyant Latin America

A Size for All Occasions/Consumers

Coca-Cola's range of product lines and sizes widens to grow sales

In Latin America, economy-buying increases sale of bigger packs

2011 sees China switch to smaller sizes in PET and beverage cans

Coca-Cola makes short-term wins with seasonal size variations

Coca-Cola North America launching more PET sizes to fit all needs

Metal evolves with portion control and style as drivers for change

Size polarisation to be an enduring theme for Coca-Cola to address

Case study: Wellness, a key consideration for all Coca-Cola brands

With obesity rates on the up, Coca-Cola has a role to play

Responds with Coke Zero's growth and Coca-Cola's 90-calorie can

Product innovation with functional/fortified carbonate launches too

Recognise importance of consumer health through sizing strategy

India is key for Coca-Cola to meet its Vision 2020 growth goals

India's low per capita consumption, a core target for Coca-Cola

Use of right pack type and size is critical to maximising sales

Coca-Cola India to adopt wider range of sizes to optimise reach

Sustainable Strategy: PlantBottle

The sustainability strategy of TCCC for packaging

Timeline: Packaging achievements to date and future goals

PlantBottle preferred over biodegradable for its reuse possibilities

PlantBottle reduces Coke's reliance on oil, scope for growth is huge

The lightweighting drive continues across the packaging spectrum

Could Coca-Cola do more for the environment ? A look at the UK

It is not all about sustainability, a fine balance with customer needs

Recommendations

Coca-Cola to look to Latin America and Middle East for best gains

Egypt, growth highlight of Middle East; PET and cans usurp glass

Diet Coke and Coca-Cola Zero offer buoyant health-driven potential

Appropriate pack sizing will be an important determinant of success

Report Definitions

Definitions