Coke says it will kill more ‘zombie’ brands, weeks after dropping Odwalla

In Coca-Cola’s 2nd quarter, which ended on June 26, the business saw sales drop 28% to $7.2 billion.

“We are shifting to prioritizing fewer but bigger and stronger brands across various consumer needs,” Quincey stated. “At the same time, we need to do a better job nurturing and growing smaller, more enduing propositions and exiting some zombie brands.”

More than half of Coca-Cola’s 400 brands are ones with “little to no scale” and have sales that represent just 2% of overall earnings, Quincey stated.

Quincey did not call particular brands the business was thinking about dropping, and a Coca-Cola spokesperson decreased to offer extra remark.

This isn’t Coca-Cola’s very first zombie hunt. During the previous 2 years, the business has actually been “identifying and killing zombie” brands, items, tastes and product packaging that were not providing as high of returns as other items. In the very first half of in 2015, Coca-Cola gotten rid of more than 275 items, Quincey stated throughout a July 2019 profits call.
One of the business’s most noteworthy zombies was New Coke, a reformulation presented in April 1985 and ditched in July1985

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“The lesson of New Coke was not so much the conviction to launch it but the courage to withdraw it after less than 80 days,” Francisco Crespo, Coca-Cola’s previous primary development officer composed in a 2018 post about the item culling.

– CNN Business’ Danielle Wiener-Bronner added to this report.