Coca-Cola’s three-stage model for responding to COVID-19

Coca-Cola, the soft drinks manufacturer, has mapped out a three-phase strategy as it responds to the COVID-19 crisis.

Why it matters

Brands with a strong presence in brick-and-mortar retail, and out-of-home channels such as restaurants, need to map out specific plans for navigating the fluctuations of COVID-19. This process should follow various potential scenarios depending on the projected length of the crisis and depth of the corresponding recession.


  • The coming recession could assume an “L”, “U” or “V” shape, and marketers need to be ready for every outcome.
  • Affordability will be a vital concern for many shoppers, and rolling out pack sizes and product offerings that meet this need will be important.
  • Brands should be ready for...

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