Headquartered in Atlanta, GA, The Coca-Cola Company (KO) is the largest global producer and marketer of beverages. In 2014, the company plans to accelerate growth of sparkling beverages (led by Coca-Cola), expand its still beverage portfolio and increase brand investments by maximizing productivity. It has executed well on these strategic priorities in the first half of 2014.
Recently, The Coca-Cola Company announced the re-launch of its Sprite Cranberry and Sprite Cranberry Zero sparkling beverages, which debuted in 2013 for a limited time.
Sprite Cranberry and Sprite Cranberry Zero offer a sweet blend of traditional Sprite and cranberry. Coca-Cola claims the re-launch is in response to popular consumer demand and is specially targeted for the end of summer and the holiday season. Sprite Cranberry Zero offers the goodness of a lower calorie drink. This is in line with the fact that Coca-Cola Company, PepsiCo, Inc. (PEP) and Dr Pepper Snapple Group, Inc. (DPS) pledged to reduce calories that Americans consume by 20% by 2025.
Similar to the last time, Sprite Cranberry and Sprite Cranberry Zero will be available for a limited time period, from late September till the end of 2014. The beverage will be available in fridge packs of 12 oz cans, 2-liter bottles and 20-ounce bottles (Sprite Cranberry only).
This is the second time this year that The Coca-Cola Company has re-launched a popular older product. Earlier this month, The Coca-Cola Company entered into an innovative distribution deal with e-commerce giant Amazon.com Inc. (AMZN) to re–launch its Surge soda, a sparkling beverage, which debuted in 1996 and was taken off the market in 2000s. Surge will be exclusively available through Amazon.com.
Surge will not use Coca-Cola’s distribution network and will depend absolutely on e-commerce. A limited supply of the drink will be available online and will be delivered at the doorstep of customers. The re-launch of Surge is also unique as Coca-Cola will depend on social and digital media only. The brand will not use any of the traditional forms of advertising including TV.
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