The Coca-Cola Company

Coca-Cola Waters, Sports & Energy 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. For several years, the group's fastest-growing market has been mineral water. Coca-Cola has been determined not to allow rivals Nestle, Danone or Pepsi have leadership of this sector, especially in key markets. BonAqua mineral water has been marketed in continental Europe since the 1970s, now available in some 50 different markets. Dasani was introduced in North America in 1999. It is essentially local tap water, filtered and remineralised by regional bottling plants. Cheaper to produce than rivals, it is now the top-seller by volumes in the US. However, an attempt to launch Dasani into Europe - a region rich in its own mineral water springs and proud of them too - proved disastrous. Instead, Coca-Cola has acquired a succession of local brands including Aquarius and Apollinaris (Germany), Abbey Well (UK), Ramlosa (Scandinavia) and Valser (Switzerland), as well as Benedictino (southern Latin America), I Lohas (Japan), Ciel (Mexico) and Ice Dew (China). Coke introduced sports drink Powerade in the US in 1990, and in Europe a decade later, to counter Gatorade, now owned by Pepsi. To match its rival's introduction of an associated vitamin-enriched water Propel, Coke acquired independent company Glaceau, maker of vitamin-fortified Vitaminwater and Smartwater for a generous $4.1bn. The group first entered the energy drink sector with Burn, launched in Australia during the 2000 Olympics. However, this and subsequent launches like Relentless and Play struggled to dent sector leader Red Bull. As a result, Coca-Cola forged ties instead with Monster, taking over distribution in selected markets in Europe and the US, and eventually acquiring a minority stake in that business. It transferred control of its own energy drinks to Monster as part of the deal, though that didn't prevent it from launching its own Coke-branded variant Coke Energy in 2019. Take-up was slow, especially in the US, and Coke Energy was eventually discontinued there in 20210, although it continues to be marketed in Europe.

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 GB
Monster Energy
Coca-Cola Company
Coca-Cola Juice & Dairy Drinks
Coca-Cola Tea & Coffee

Historical profile information for Coca-Cola Company

Recent stories from Adbrands Update:

Adbrands Daily Update 17th Feb 2020: "Wi-Fi is Down". The team at Argentinian creative boutique Hello managed to bring to life every work fantasy - OK, *almost* every work fantasy - that any office worker has ever had for this fabulous film for Benedictino, one of Coca-Cola's bottled water brands in southern Latin America, now in fruit-flavoured variants. It's a film worth watching and re-watching several times to appreciate the full range of different office freak-outs. We especially like the boss duck-taped to the central pillar. Fabulous!

Adbrands Daily Update 1st Jul 2019: Coca-Cola and Monster Beverage resolved their differences over the launch of Coca-Cola Energy. Coke acquired a minority stake in Monster in 2015 and transferred its own collection of energy drinks to the smaller company. It also agreed not to introduce any new energy drinks of its own, but with one important exception: if they carried the Coca-Cola brand. After Coke announced plans to launch Coca-Cola Energy last year, Monster filed for independent arbitration of the situation. The arbitrators have now come back with confirmation that Coke may proceed. "The companies respect the arbitrators' decision and appreciate that the dispute was resolved amicably," said Coca-Cola and Monster in a joint statement. "While there was a disagreement between Coca-Cola and Monster over contractual language, the companies value their relationship and look forward to their continued partnership."

Adbrands Daily Update 15th Nov 2018: There's a dispute brewing between Coca-Cola Company and the energy drinks marketer Monster in which it acquired a minority stake in 2014. At the time of that deal, Coke transferred control of all its existing energy drinks, such as NOS, Relentless and Burn, to its new partner, while at the same time taking over distribution duties for the Monster portfolio. Their agreement prohibited Coke from launching any new energy products outside the Monster partnership, but with one significant loophole. That restriction didn't apply to drinks carrying the Coca-Cola brandname. Now Coke wants to launch two new caffeine and guarana-enriched drinks of its own under the name Coca-Cola Energy. Monster's CEO Rodney Sacks is seeking legal arbitration. Both sides insist the dispute is amicable. "We've agreed to go to arbitration civilly and determine what course of action is appropriate," said Monster CFO Hilton Schlosberg.

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