Packaging Profile: Coca-Cola

Introduction

Scope

• Introduction

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

• Introduction

Key findings

• Introduction

Market Position

Key brand facts

• Market Position

No getting away from prominence of TCCC brands in carbonates

• Market Position

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

• Market Position

TCCC holds a more regionally attractive spread than PepsiCo

• Market Position

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

• Market Position

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

• Market Position

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

• Market Position

Global Iconic Packaging Design

Creation and evolution of the contour bottle that epitomises Coke

• Global Iconic Packaging Design

TCCC employs contour bottle silhouette across packaging portfolio

• Global Iconic Packaging Design

Coca-Cola packaging family in 2011 celebrates its heritage

• Global Iconic Packaging Design

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

• Global Iconic Packaging Design

Brand strength enables some creativity in its limited edition designs

• Global Iconic Packaging Design

The aluminium bottle adds diversity to Coke's packaging portfolio

• Global Iconic Packaging Design

Coca-Cola's importance underpinned by buoyant Latin America

• Global Iconic Packaging Design

A Size for All Occasions/Consumers

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

• A Size for All Occasions/Consumers

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

• A Size for All Occasions/Consumers

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

• A Size for All Occasions/Consumers

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

• A Size for All Occasions/Consumers

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

• A Size for All Occasions/Consumers

Metal evolves with portion control and style as drivers for change

• A Size for All Occasions/Consumers

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

• A Size for All Occasions/Consumers

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

• A Size for All Occasions/Consumers

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

• A Size for All Occasions/Consumers

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

• A Size for All Occasions/Consumers

Product innovation with functional/fortified carbonate launches too

• A Size for All Occasions/Consumers

Recognise importance of consumer health through sizing strategy

• A Size for All Occasions/Consumers

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

• A Size for All Occasions/Consumers

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

• A Size for All Occasions/Consumers

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

• A Size for All Occasions/Consumers

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

• A Size for All Occasions/Consumers

Sustainable Strategy: PlantBottle

The sustainability strategy of TCCC for packaging

• Sustainable Strategy: PlantBottle

Timeline: Packaging achievements to date and future goals

• Sustainable Strategy: PlantBottle

PlantBottle preferred over biodegradable for its reuse possibilities

• Sustainable Strategy: PlantBottle

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

• Sustainable Strategy: PlantBottle

The lightweighting drive continues across the packaging spectrum

• Sustainable Strategy: PlantBottle

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

• Sustainable Strategy: PlantBottle

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

• Sustainable Strategy: PlantBottle

Recommendations

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

• Recommendations

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

• Recommendations

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

• Recommendations

Appropriate pack sizing will be an important determinant of success

• Recommendations

Report Definitions

Definitions

• Report Definitions