Coca-Cola – As it should be

In 2006, the northern European market for carbonated soft drinks was in decline. The Coca-Cola Company's stable of traditional regular drinks was being rejected because of growing health and image concerns among 18-29 year olds, which accounted for a disproportionately high share of the market across Europe.

Coca-Cola – As it should be

Client: Coca-ColaBrand: Coca-Cola ZeroCampaign: As it should beCategory: FMCG

SUMMARY

In 2006, the northern European market for carbonated soft drinks (CSD) was in a worrying decline. The Coca-Cola Company's (TCCC) stable of traditional regular drinks was being rejected because of growing health and image concerns among 18–29 year olds. This group accounts for a disproportionately high share of the CSD market across Europe.

Despite the decline of the CSD market as a whole, the sub-sector of light soft drinks was still growing, especially within the cola category....

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