Coca-Cola's shopper marketing targets the dinner table

This event report explores how Coca Cola is getting its product featured on dining tables across the US by assisting large retail chains to sell complete meals with food and drink all for one price.

 Coca-Cola's shopper marketing targets the dinner table

Stephen WhitesideWarc

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...

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