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just On Call - Innovation not just about new flavours - Coca-Cola Amatil

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The head of Coca-Cola Amatil (CCA), which invented the “Share a Coke” campaign, has said innovation is “not just about flavours”.

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In an analysts' conference call today (20 August), after posting a first-half drop in profits and sales, MD Terry Davis said that there is “no structural weakness in the CSD category”. However, Davies admitted that CCA will have to “innovate aggressively”, aside from new flavours. 

“We invented the Share a Coke marketing drive and now it is everywhere,” Davis said. “We know that innovation not just about the flavours.”

Davis said CCA's “portion control” strategy, which includes smaller-sized 20cl brand Coca-Cola cans, is growing “by 60% a year and attracting new consumers with very different occasions”. He also said the company will launch Coca-Cola Lemon later this year, “which will add material value to volume”.

Coca-Cola's Share a Coke push, which replaces the Coca-Cola script on packaging with common first names, was launched in Australia in 2011 and helped increase young adult consumption by 7%, according to The Guardian

Coca-Cola rolled it out in Europe this year and it is the company's biggest summer marketing campaign. A Coca-Cola UK & Ireland spokesperson told just-drinks today it is still to early to disclose the success of the campaign but added that it is “going well”. 


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