Sales of the Coca-Cola Company dropped 3.6% this quarter. It seems the tide has turned. The global sugar water growth that offset the diminished appetite for Coke in the U.S. has brought Coke’s growth back to earth. Pepsi saw this sales ding years ago. Coke has been getting into the healthier-for-you businesses for a while now but it looks as if they must really redouble their efforts. Healthier-for-you is the future.
Big data will help Coke figure out where lost sales are going. Big data, used by CMS (Center for Medicare Services), will also show where unhealthy eating and drinking habits are happening. And by sharing this information with doctors and insurance companies it will pave the way for incentives for consumers to eat better. Much the way insurance costs go up for smokers. Gonna happen.
When you are Coke and your sales are off 3.6%, you need to “refresh” your thinking. (I smell a cold-pressed juice purchase in the near future.)
Pepsi is holding its own by dialing up salty snacks. What’s the opposite of healthier-for-you?
Now is the time. There should be and will be a marketing investment shake up in Atlanta. And “happiness,” the Wieden+Kennedy campaign? Not likely to make it in its current form — not in this climate.