Coca Cola plans to stimulate consumption opportunities via increased advertising and product innovation.
Coke is increasing its investment in media and brand building by $400 million this year. It is also innovating its Sprite and Fanta brands and introducing new packaging. The company also hopes to grow consumption opportunities for its customers through platforms such as the Freestyle dispenser and its partnership with Keurig Green Mountain to develop the Keurig at-home beverage maker.
The company is interested in creating new paths to consumption as well as creating new consumption occasions, and their investment in Freestyle machines and made-at-home beverages will help drive traffic, incidence, increased sales and excitement for the consumer.
Next year is the 100th anniversary of the contour bottle, the iconic Coca Cola contour bottle. The Company promises innovation around contour packaging and related promotions to celebrate 100 years.