Coca-Cola has credited the success of its “consumer-centric” marketing as pivotal in increasing its net revenue by 6% to £9.3 billion, with gross profit all rising by 9% to £5.5 billion.
Backed by strong global campaigns falling under its recently-implemented ‘Real Magic’ brand platform, the soft drink giant has gone big of late with ad campaigns featuring supermodel Gigi Hadid and a blockbuster CGI-infused history of art piece.
A renewed targeting of Gen Z consumers has been clearly evidenced by its use of younger celebrities like Hadid across its campaigns, whilst an emphasis has also been placed on positioning Coca-Cola as accompaniment to meals through the ‘A recipe for magic creative’.
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“I am encouraged that our all-weather strategy, working together with our bottling partners, has delivered strong second quarter results,” Coca-Cola chairman and CEO, James Quincey said.
“We are executing efficiently and effectively on a local level, while maintaining flexibility on a global level. The strength of our first half results and the resiliency of our business give us the confidence to raise our 2023 guidance.”
The brand’s extensive ready-to-drink partnership with Jack Daniels has also been heralded as a key component in its half-yearly growth figures, with the premixed line now worth £18 million in retail sales value in the UK alone.
