Blog: Andy MortonThe Coca-Cola Co's downward trajectory

Andy Morton | 8 June 2016

In yet one more sign that The Coca-Cola Co is losing its lustre, the soft drinks maker has, for the first time, fallen out of the top ten of a 'world's biggest brands' ranking.

Coca-Cola ranked 13th in the latest BrandZ list, released yesterday, after being judged to have lost 4% of its brand value. Google, meanwhile, regained top spot from Apple in the annual list after increasing brand value by 32%.

Coca-Cola's fall follows a tough few years for the company. Sales in its core CSD category have fallen and the company has turned to juices and even dairy in a bid to boost the top line.

Yesterday there was more bad news for the soda channel when Keurig Green Mountain announced it was discontinuing its Keurig Kold home carbonation machine. Coca-Cola had been an early investor in the technology, which was released in the US only nine months ago.

With foresight like that, then, can we expect Coca-Cola to slide even further down the Brandz list next year?

Sectors: Soft drinks, Water

Companies: Coca-Cola Co

NEWS

Coca-Cola Co partners Aaron Paul in Vitaminwater campaign - video

The Coca-Cola Co has released its latest advertising push for its Vitaminwater brand, featuring actor Aaron Paul.  ...

BLOG

The (temporary) return of Paul Walsh to the drinks debate

Paul Walsh just can't stay away from the drinks industry....

BLOG

Budweiser races to stock Mars bars

For those people looking to the Red Planet as shining utopia away from all things earth, look away now....

NEWS

Coca-Cola South Pacific gets interactive with Coca-Cola No Sugar campaign - video

A new Coca-Cola Co sampling programme in Australia is to include an interactive TV advert and an outdoor advertising panel that dispenses free samples when consumers speak to it....

BLOG

When life gives you lemons, make soap

Bacardi's 42 Below vodka brand has found a novel way to use the lemons left over from cocktail-making: Turn them into liquid soap....

BLOG

Small measures required as Philadelphia soda tax adds up

Philadelphia’s soda tax came into force on Sunday, and is reportedly causing a stir in the city's check-out aisles....

just-drinks homepage



Forgot your password?