Professional Documents
Culture Documents
The following are key management as of May 2017 (excluding VP positions and
regional leaders):[69]
Muhtar Kent (Chairman)
Herbert A. Allen Jr.
Ronald W. Allen
Marc Bolland
Ana Botín
Howard G. Buffett
Richard M. Daley
Barry Diller
Helene D. Gayle
Alexis M. Herman
Bobby Kotick
Maria Elena Lagomasino
Sam Nunn
David B. Weinberg
Bottlers[edit]
Coca-Cola
In general, The Coca-Cola Company and its subsidiaries only
produce syrup concentrate, which is then sold to various bottlers throughout the
world who hold a local Coca-Cola franchise. Coca-Cola bottlers, who hold
territorially exclusive contracts with the company, produce the finished product in
cans and bottles from the concentrate, in combination with filtered water and
sweeteners. The bottlers then sell, distribute, and merchandise the resulting Coca-
Cola product to retail stores, vending machines, restaurants, and food service
distributors. Outside the United States, these bottlers also control the fountain
business.[citation needed]
Since the early 1980s, the company has actively encouraged the consolidation of
bottlers, with the company often owning a share of these "anchor bottlers".[
An ad in Berlin, Germany.
Coca-Cola South Africa also released Valpre Bottled "still" and "sparkling" water.
In 1969, the company released Simba, which was a take on Mountain Dew, and
had packaging that was African desert themed, replete with an African Lion as the
symbol of the brand. The tagline was "Simba – It Cures the African Thirst."
Also in 1969, the company released a line of products under the name of Santiba,
which was targeted for mixing cocktails and party usage, products including
Quinine water and Ginger Ale. Like the above-mentioned Simba, the Santiba line
of products was short lived in the marketplace.
BreakMate[edit]
Main article: BreakMate
No longer manufactured, the Coca-Cola BreakMate was a three-flavor dispenser
introduced by Coca-Cola and Siemens in 1988. Intended for use in offices with
five to fifty people,[91] its refrigerated compartment held three individual one-litre
plastic containers of soda syrup and a CO2 tank. Like a soda fountain, it mixed
syrup in a 1:5 ratio with carbonated water. In North America, Coca-Cola
discontinued spare BreakMate parts in 2007 and stopped distributing the syrup in
2010.[92]
Healthy beverages
During the 1990s, the company responded to the growing consumer interest in
healthy beverages by introducing several new non-carbonated beverage brands.
These included Minute Maid Juices to Go, Powerade sports beverage, flavored
tea Nestea (in a joint venture with Nestlé), Fruitopia fruit drink,
and Dasani water, among others. In 2001, the Minute Maid division launched
the Simply Orange brand of juices including orange juice. In 2016, Coca-Cola
India introduced Vio to enter into the value-added dairy category. The product
lays the foundation for Coca-Cola's new segment after carbonated beverages,
water and juiceGreen tea[edit]
The company announced a new "negative calorie" green tea drink, Enviga, in
2006, along with trying coffee retail concepts Far Coast and Chaqwa.
Glaceau[edit]
On May 25, 2007, Coca-Cola announced it would purchase Glaceau, a maker of
flavored vitamin-enhanced drinks (vitamin water), flavored waters,
and Burn energy drinks, for $4.1 billion in cash.[105]
Huiyuan Juice[edit]
On September 3, 2008, Coca-Cola announced its intention to make cash offers to
purchase China Huiyuan Juice Group Limited (which had a 42% share of the
Chinese pure fruit juice market[106]) for US$2.4bn (HK$12.20 per share).
[107]
China's ministry of commerce blocked the deal on March 18, 2009, arguing
that the deal would hurt small local juice companies, could have pushed up juice
market prices, and limited consumers' choices.[108]
Coke Mini can[edit]
In October 2009, Coca-Cola revealed its new 90-calorie mini can that holds 7.5
fluid ounces.[109] The mini can is often sold in 8 packs. Despite costing nearly 30
percent more per ounce, the mini cans have been met with positive sales figures.
[110]
Holiday can[edit]
In November 2011, Coca-Cola revealed a seasonal design for their regular Coke
cans as part of a partnership with the World Wildlife Fund. However it was
withdrawn only a month after release due to consumer complaints about the similar
look to the silver cans commonly used for Diet Coke. There were also complaints
about deviating from traditional red as the color of Coca-Cola cans previously.[111]
Stake in Monster Beverage[edit]
It was announced on August 14, 2014, that Coca-Cola Co is making a cash
payment of $2.15 billion for a 16.7 percent stake in Monster Beverage Corp to
expand its market for energy drinks. Coke's ownership in Full Throttle and Burn
will be transferred to Monster. In return, Monster will transfer its ownership
in Hansen's Natural Sodas and Peace Iced Tea and Blue Sky Soda to The Coca-
Cola Company. Muhtar Kent, Coke's former chief executive officer, stated that the
company has the option to increase its stake to 25 percent but cannot exceed that
percentage in the next four years.[112][113] Due to share buy backs by the board of
directors of Monster Beverage Corporation, The Coca-Cola Company's stake has
since increased to 18.5%.
Sponsorship[edit]
Coca-Cola's advertising expenses accounted for US$3.256 billion in 2011.[114]
Sports[edit]
Coca-Cola sponsored the English Football League from the beginning of the 2004–
05 season (beginning August 2004) to the start of 2010/11 season, when
the Football League replaced it with NPower.[citation needed] Along with this, Coca-
Cola sponsored the Coca-Cola Football Camp, that took place in Pretoria, South
Africa during the 2010 FIFA World Cup, during which hundreds of teenagers from
around the world were able to come together and share their love of the game,
partly due to Best Buy's efforts through their @15 program.[115]
Other major sponsorships include the AFL, NHRA, NASCAR, the PGA
Tour, NCAA Championships, the Olympic Games, the NRL, the FIFA World
Cups and the UEFA European Championships.[citation needed] The company partnered
with Panini to produce the first virtual sticker album for the 2006 FIFA World
Cup, and they have collaborated for every World Cup since.[116] Each fall, Coca-
Cola is the sponsor of the TOUR Championship by Coca-Cola held at the East
Lake Golf Club in Atlanta, Georgia. The Tour Championship is the season ending
tournament of the PGA Tour.[citation needed] In the Philippines, it has a team in
the Philippine Basketball Association, the Powerade Tigers.[citation needed]
Since the season of 2019 is the title sponsor of the Uzbekistan Super
League in football, and this league is officially called Coca-Cola Uzbekistan Super
League. Coca-Cola has also sponsored the Overwatch league since season two.
They also sponsor all major Overwatch tournaments such as the world cup .[117] In
February 2020, Coca-Cola became the title sponsor for the eNASCAR iRacing
series.[118][119]
Television[edit]
The company sponsored the popular Fox singing-competition series American
Idol from 2002 until 2014.[120]
Coca-Cola was a sponsor of the nightly talk show on PBS, Charlie Rose in the US.
[121]
Theme parks[edit]
While not necessarily having naming rights to anything in all locations, the
company does sponsor and provide beverages in many theme parks, usually in an
exclusive capacity. This includes the Walt Disney Parks and Resorts,[a] Merlin
Entertainment, Universal Parks & Resorts, Six Flags, Cedar Fair, and SeaWorld
Entertainment which are six of the nine largest theme park operators worldwide (it
is unknown whether OCT Parks China, the Chimelong Group, or Fantawild, the
fourth, seventh, and eighth largest theme park operators respectively, use Coca-
Cola).[125]
The company also directly sponsors, with naming rights, the Coca-Cola London
Eye and the Coca-Cola Orlando Eye.[126][127]
The company also operates "Coca-Cola" visitor centers in Israel, Belgium and
Turkey.[