Coca-Cola Europe and the Philosopher's Stone: Crafting a Rare Win-Win-Win Situation

Patricio Pagani

Richard Raubik

James May

A LITTLE MAGIC

In the first of the Harry Potter novels, Harry and his friends confronted challenges that tested their wits, their mettle and their friendship in pursuit of the legendary Philosopher's Stone.

Like the young wizard and his mates, Coca-Cola Europe faced numerous trials as it embarked on its own epic quest to consolidate a sprawling consumer tracker study across 32 markets.

The journey was filled with amazing and sometimes surprising challenges, including negotiating a positive business case for each market, managing trend break issues, and ultimately defining a consistent, harmonized tracking study both local and regional/global relevance.

With the support of talented friends and supporters – and a little magic – Coca-Cola Europe was able to successfully balance global and local needs, generate data quality improvements and productivity gains, and ultimately achieve significant savings.

THE ENVIRONMENT: CHANGE IN THE AIR