The Coca-Cola Company

Coca-Cola Juices & Dairy Drinks

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Selected Coca-Cola Company advertising

The Coca-Cola Company is the world's biggest drinks company, controlling more than half the global market in carbonated soft drinks as well as a substantial chunk of the somewhat larger non-carbonated segment. Although its best-known lines are sparkling sodas such as Coca-Cola itself, Fanta and Sprite, the company has a vast collection of other brands. Best known in the US, Minute Maid is the world's #2 refrigerated juice business, but worldwide sales lag well behind the market leader, PepsiCo-owned Tropicana. Traditionally, Minute Maid had always held a distant second place in the US market, but the launch of premium sister brand Simply Orange and a higher priced "Pure Squeezed" variant of Minute Maid, combined with missteps by Tropicana, allowed Coca-Cola to close the gap considerably in 2008 and then overtake its long-time rival. The two companies remain neck-and-neck. For several years, Coca-Cola also controlled US coconut water Zico; but the brand was sold back to its original creator at the beginning of 2021. Key regional brands include Minute Maid Pulpy, a top-selling variant across Asia; Del Valle in Mexico & Brazil, Maaza in India and Rani across the Middle East. The group's other juice-based brands include Hi-C (the US and across Asia), 5 Alive (mainly Europe), Cappy (in central and eastern Europe), Montefiore (Latin America), Sonfil and Qoo (across Asia). In the later 2000s, Coca-Cola also acquired control of admired British smoothie and juice marketer Innocent. Mickey's Adventures (or Mickey Aventuras) is produced under a licensing deal with Disney, a range of fruit-based or milk-based still drinks first introduced in Mexico in 2002, and later rolled out in Europe. In 2005, Coca-Cola together with bottler Coca-Cola HBC acquired a 50% stake in Russian fruit juice business Multon which markets the Dobriy, Rich and Nico brands. It acquired rival juice company Nidan in 2010 to build around 31% local market share in Russia's juice sector. Perhaps, the group's most daring venture has been into enhanced dairy drinks. In 2015, Coca-Cola forged a new joint venture with dairy coop Select Milk Producers to launch Fairlife, a ultra-filtered premium milk brand, in the US and Canada. Nutriboost, launched in 2019, was its first enhanced milk brand in Australia. The group has also begun to experiment in non-dairy plant-based beverages, following the purchase from Unilever in 2017 of the Latin American AdeS range of soy-based drinks.

Capsule checked 13th April 2020

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Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets. See also:

Coca-Cola
Sprite
Nestea
Fanta
Innocent
Coca-Cola GB
Monster Energy
Coca-Cola Waters, Sports & Energy Drinks
Coca-Cola Company Drinks
Coca-Cola Tea & Coffee

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Recent stories from Adbrands Update:

Adbrands Social Media 26th Jun 2019: "The School Pickup". Every mother (and more than a few fathers) know that kids can be a little - how can we put it? - fractious by the time they finish school at the end of a long day. It is a truth universally acknowledged all over the globe. Enter Coca-Cola, which is seizing on that fact for the launch of its first enhanced milk drink in Australia this month, under the Nutriboost brand. Here's the entertaining ad from McCann Sydney. It's also the first decent spot we've seen so far this week in the traditional post-Cannes lull. Come on guys, it's time to get back to work.

Adbrands Daily Update 25th Jun 2019: Coca-Cola Company extended its long-running sponsorship of the Olympic Games through a new partnership with Asian dairy giant Mengniu. The two companies will become official exclusive joint sponsors from the newly combined non-alcoholic beverages and dairy category until at least 2032. The price of the deal was not disclosed, but media estimates put the value in excess of $3bn including additional related media expenditure. The sponsorship covers the next five Summer and Winter Games, and will extend Coca-Cola's partnership with the Olympics to a remarkable 104 years. The relationship began with the Amsterdam Olympics in 1928. The big question is why Coca-Cola agreed to share its sponsorship with another company. The WSJ suggested the rising cost of sponsorship was a major factor, with the International Olympic Committee demanding ever-higher fees for a place among the Games' top sponsors. Combined revenues from top-tier sponsors have doubled in the current four year cycle to $2bn, and are expected to hit $3bn for 2021-2024.

Adbrands Daily Update 5th Dec 2014: Coca-Cola announced plans to enter the mainstream milk sector with premium brand Fairlife, set to launch in the US next year in a joint venture with US dairy farmers. The product will cost twice as much as standard milk, but will contain 50% more protein, 30% less sugar, and no lactose. There are no plans as yet to introduce the brand outside the US. 

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