Effortless Meals by Coke and Walmart
Category: SME-Manufacturer: Single-Retailer Rollout
Brand/client: Coca-Cola / Coca-Cola
Lead agency: FCB/RED
State of the marketplace & brand's business
THE ECONOMY, OUR CATEGORY, AND OUR BRAND WERE ALL IN DECLINE.
In early 2013, economic conditions in the US were mired in uncertainty. Payroll tax increases and delayed tax returns only served to exacerbate the situation. Shoppers everywhere were tightening their budgets. These sub-optimal market conditions were creating a tough market for Coca-Cola, especially at our largest customer, Walmart.
The heavily contested carbonated soft drinks category at Walmart was declining at four times the rate of the total market and nearly twice as fast as Walmart's competitive market.
And after tepid sales gains in 2012, Walmart was still trying to jump-start recovery from negative sales growth in their U.S. stores from 2010 and 2011 by looking for new and innovative partnerships and growth ideas to drive sales.2