Focus – CAGNY 2010: Coca-Cola Enterprises credits package options for growth
Packaging options helped drive 2009, says CCE
The head of Coca-Cola Enterprises (CCE) has hailed the success of the company's “price-package architecture” in North America in 2009.
Speaking at this week's CAGNY conference in Florida yesterday (17 February), the firm's chairman and CEO, John Brock, credited the introduction of different package sizes for helping drive CCE's performance last year.
“This new architecture enhances our ability to capture the value and strength of our brands, it enhances brand quality and equity and creates value for our customers,” Brock said.
CCE will add 7.5oz slim-cans and two-litre contoured bottles to its US off-trade stable this year.
“We will continue to build on varying can and PET configurations and entry level single-serve packages,” Brock continued. “This is really central to our ongoing effort to strengthen margins and position ourselves for long-term profitable growth.”
Last week, CCE saw its full-year losses of US$4.39bn in 2008 become a net profit of $731m in the 12 months of 2009. Full-year sales were down by 0.5%, however, as North American sales declined by 0.5% and European sales slid by 1.5%.
In his presentation, Brock also said that CCE will double its number of so-called 'Boost Zones' -high foot-fall areas with heavy Coca-Cola branding – to around 100 in the US by the end of this year.
Separately, Brock confirmed that CCE will be rolling out its Vitaminwater Zero brand extension in the US “soon”. The variant has been trialled in certain parts of the US since last year.
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