Blog: Some things don't add up at The Coca-Cola Co
Andy Morton | 25 February 2016
Coca-Cola is involved in a trademark tussle
The Coca-Cola Co is smarting after an EU court setback in its attempt to trademark a new bottle design.
You can read the story here, but of perhaps greater interest is a nugget of information contained in the court's ruling (here) that raises questions over documents submitted by Coca-Cola to support an earlier appeal.
In 2014, The EU’s trademark office, known as OHIM, was highly critical of consumer surveys from Coca-Cola, saying it "expressed serious doubts" over their reliability. OHIM's Board of Appeals said the surveys contained “leading questions” and produced results that, confusingly, did not even add up to 100%.
Also, the board said that instead of being carried out by a “recognised market research company”, as stated by Coca-Cola, the surveys were handled by a former Coca-Cola director who had become an independent market research consultant.
Is this simply corporate ineptitude? Coca-Cola declined to respond to just-drinks beyond saying it was disappointed with the EU court's ruling.
But, it is a surprise to find a company as big as Coca-Cola unable to even make consumer survey percentages add up to a whole number. Does nobody have a calculator in Atlanta?
Today is SABMiller's final day. Some time this evening, Brussel's time, the second-biggest brewer in the world will be subsumed into the biggest, creating a beer behemoth of unprecedented proportions....
No, this is not PepsiCo's new ad slogan for its Mountain Dew brand....
Major wine players flocked to China ready for online giant Alibaba's 9.9 Global Wine and Spirits Festival, which took place on 9 September....
In May, Heineken's CEO, Jean-François van Boxmeer, called Vietnam the "poster child" for international beer thanks to strong demographics and growing demand....
- The end is nigh for Global Travel Retail - Comment
- Five ways small brands can beat big players
- Interview, Bulldog Gin founder Anshuman Vohra
- Pernod Ricard's Q1 results - Preview
- Pernod Ricard Q1 2017 results by region, brand
- Diageo most at risk to Thai alcohol ban - analyst
- Constellation sells Canadian wine unit for US$761m
- Jobs at new India hub won't affect staff - Diageo
- Stumbling UK Pound prompts Conviviality price hike
- Pernod Ricard cheers US move to ease Cuban limits
- Global gin insights - market forecasts, product innovation and consumer trends
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global rum insights - market forecasts, product innovation and consumer trends
- Global RTD insights - market forecasts, product innovation and consumer trends
- Global Wine Market 2016-2020