Coca-Cola's shopper marketing targets the dinner table
The Coca-Cola Co.'s shopper-marketing efforts are currently focused around a deceptively simple goal: Putting its brands on more meal-time tables across America without relying on discounts.
Although this objective lacks the cutting-edge sheen that characterizes much of Coca-Cola's marketing output – from a tie-up with Postmates and Reddit surrounding Super Bowl 50 and creating personalized products to moving into brand journalism – it undoubtedly constitutes a major sales opportunity for the Atlanta-based soft-drinks giant.
"We've identified what the big revenue opportunity is here," explained...