Coca-Cola - the world's ubiquitous brown fizzy drink - is staying afloat as the soda market shrinks, and many point to a marketing strategy around the so-called "secret recipe" as key to its resilience in a struggling industry.
The Coca-Cola Company, which published its full year result Tuesday, recorded a 5% drop in net income to $8.6 billion last year, down from $9 billion in 2012, as it faced "ongoing global macroeconomic challenges," according to its chief executive Muhtar Kent.
Volume grew 2% for the year, which it said was "below our expectations and long-term growth target," with sparkling beverages recording a slight increase of 1% - led by Coca-Cola.
Globally, soda drink sales have been shrinking as consumers turn to water, fruit drinks and healthier alternatives. The trend has hit Coke and other market players such as PepsiCo and Dr. Pepper. And while its primary competitor, PepsiCo, depends on its snack business to buoy the declining soda sales, Coke announced further investment into its marketing.
In a tough market, one strategy that brand experts credit Coke's relative strength with is the mystery around the much-hyped "secret recipe."
Read – Does formula mystery help keep Coke afloat?
The only reason coke is still prevalent is because nothing goes better with rum than coca cola.
If you must drink pop, try to find something sweetened with stevia.
You mean the secret formula to make people obese is locked in a vault?
Coke sucks. Pepsi is the only Cola I drink (gotta be on ice), and it's rare. Otherwise, Dr. Pepper or Mt. Dew.
Coke is better because it doesn't taste like contaminated sugar water drunk thru a metal straw.
Reblogged this on Mr. Feliz's Blog (Teacher Arturo).
I have cut down on my soda consumption and, being from the south, I love, love, love iced tea. However, when I do go for soda, there is only the Real Thing, Coke!!!!! I used to drink it with breakfast a long time ago -:)
What's being from the south have anything to do with it? I'm from Alaska and also love, love, love Iced Tea. They probably do in Sweden, too.
I'm fine with seltzer. Maybe a squeeze of lemon or lime, if I happen to have one floating around my fridge.
They probably keep the recipe secret because no one would want to drink it if they knew all the garbage that was in there.
If I want something fizzy, seltzer is just fine.
This secrecy schtick is nothing more than a marketing ploy. Just a way to gain attention and make more money. Ain't America great?
Yes. It is.
Soft drink prices have skyrocketed in the last 10 years, doubling from what they were in the past. This is a key reason why I stopped drinking pepsi. At a dollar a 2 liter, I wouldn't mind, at 1.89 or more, I will pass and just go with tea.
Right. Invest that $0.89 elsewhere.
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