Coca-Cola embraces a digital future as consumers move online

With a growing number of consumers purchasing their groceries online, Coca-Cola is finding more ways to embrace a digital future — and make sure it doesn’t get left in the past.

coca-cola marketing dive

The maker of Sprite, Fanta and its namesake cola has spent decades developing packaging and retail displays that grab the attention of the consumer in places such as the checkout line and the convenience store. The challenge today is taking this way of thinking and moving it online. To do that, Coca-Cola executives said the company must focus on a two-pronged approach — how the consumer buys an item and the way in which he receives it.

“A big piece of the business is going online, whether that is brick and mortar or whether it’s pure players like Amazon, so not being online means your brands are not being as relevant,” John Carroll, general manager and vice president of e-commerce for Coca-Cola North America, told Food Dive. “We’re following the consumer and where they’re going.”

Kantar Retail estimates e-commerce today comprises just 2% of grocery sales, meaning there is plenty of room left for growth. It’s expected that 20% of all grocery sales, representing around $100 billion, will come from online shoppers by 2025, according to data from the Food Marketing Institute and Nielsen.

This future, and the revenue that comes with it, has attracted the attention of other companies beyond Coca-Cola. Campbell Soup has been bulking up its online business, highlighted by hiring a former Amazon and eBay executive for a newly created role that oversees digital and e-commerce initiatives.

Kellogg is also revamping its business model for e-commerce. The company announced earlier this year it would end direct-store delivery for its snacks division, and instead shift resources and efforts to direct-to-consumer marketing. The manufacturer of Pringles, Pop-Tarts, Cheez-It and Nutri-Grain said during its second quarter that U.S. e-commerce sales grew by 70%, and its global experience suggests it can capture more share through click-and-collect programs than in stores.

“A big piece of the business is going online, whether that is brick and mortar or whether it’s pure players like Amazon, so not being online means your brands are not being as relevant. We’re following the consumer and where they’re going.” John Carroll

General manager and vice president of e-commerce, Coca-Cola North America

Coca-Cola, which thrives on impulse buys, is involved with nearly every way consumers are reallocating their purchasing power. The 131-year old company showcased at its investor day earlier this month how it is pairing its drinks with a meal kit while also demonstrating a voice ordering system that suggests adding a cold Dasani water at the end of the order.

And when a consumer uses a storage locker, the individual can be asked if he wants to buy a drink to go along with the purchase as he gets closer to picking up the order. The beverage can be added within two minutes.

from Marketing Dive:


‘Eaters of New York’ Storm Madison Square Garden in Seamless’ New Ads

New Yorkers love the wry “How New York Eats” campaign for Seamless, with its witty headlines digging into truths about the real NYC. Now, BBH New York is back with new ads for the food delivery service, an out-of-home, print and digital campaign that’s more about characters than headlines.

The new “Eaters of New York” campaign features an array of classic NYC characters illustrated by Emile Holmewood of design agency BloodBros. The campaign begins with a takeover of signage at Madison Square Garden, and will continue Oct. 11 with a five-page cover wrap on TimeOut New York.

The digital portion of the campaign includes the “Become a Character” contest. Instagram users are encouraged to upload a selfie tagged #HowNewYorkEatsContest for a chance to win a portrait of themselves illustrated in the style of the campaign.

from AdWeek:

Rue La La and Dunkin’ co-design online fall fashion boutique

E-commerce destination Rue La La and Dunkin’ Donuts are launching a branded and shoppable “Girl on the Go: Fall Style” online boutique that highlights the DD Perks loyalty program, according to a press release from the companies.

The digital partnership rolled out yesterday on and the Rue La La mobile app, where members can enroll in DD Perks with the code “RUE.” Anyone doing so by Oct. 31 will get the “Rue 30,” which offers 30 days of free shipping. Anyone already in the DD Perks program will receive the same offer via email.


Dunkin’ Donuts chose Rue La La to showcase DD Perks and bolster enrollment in part due to the platform’s 16 million worldwide members, per the release.

Read more at Marketing Dive:

Welch’s Reintroduces Consumers to Its Farmer Co-op Model With a New Campaign and Agency

Welch’s is a company that has been making juices, jams, jellies and other fruit products for nearly 150 years. You’re almost certainly familiar with the brand, as its products line the aisles of nearly every supermarket and corner store in the United States.

But a quick glance at the category reveals an increasingly competitive landscape filled with smoothies, drinkable yogurts and supplements promising all sorts of unverifiable health benefits. It’s hard out there for a traditional juicemaker.

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Now, Welch’s has a new agency, a rebranded campaign and a fresh marketing strategy to help it stand out due, in part, to a truly unique business model that has been unchanged for the past 60 years.

IPG’s digitally-led creative shop Genuine, which is now officially agency of record for Welch’s, launches its first national broadcast effort, “Farmer Owned. Family Grown,” today.

Read more at AdWeek:

Ritz Taste-Tests Branded Voice Activation On Amazon Echo

Ritz Crackers is always looking for out-of-the-box ways to connect with its customers.

So when NUE Agency, which develops the music strategy behind campaigns for Ritz’s parent company Mondelez, suggested launching a voice-activated cooking show on Amazon Echo, Ritz marketing exec Lauren Sella was all in.


“As a brand, we’re about celebrating people getting together and providing inspiration to make those get-togethers even richer,” Sella said. “It felt like the perfect marriage of technology and what we’re trying to do.”

With help from technology incubator Betaworks, NUE and Ritz developed the first episode of Recipe Remix, a cook-along show with baked-in voice commands, featuring music from trumpet player Spencer Ludwig.

Read more at Ad Exchanger: