Not Just Soda, Coca-Cola Showcases Brand Evolution In New Ad

Coca-Cola Delivery Truck

Earlier this year, Foodable sat down with The Coca-Cola Company executive Brad Spickert, vice president of National Foodservice & On-Premise Marketing, at the National Restaurant Association Show in Chicago.

During an interview for On Foodable Weekly, Spickert revealed the vision James Quincy, the soda giant’s new CEO, had for the popular brand moving forward, as “...a total beverage solutions provider...”

This new focus on “having beverage for all consumers, all occasions…” led to a corporate branding campaign where a TV ad, airing this weekend, will bring that message to the masses at a national scale.

The commercial, which will air during NBC’s “Sunday Night Football” broadcast, has the voice of a young female introducing two out of 90,000, U.S. Coca-Cola employees; Willie Mua, a delivery driver who works for a bottler in Alaska and Jon Radtke, a hydrologist who manages the company’s water sustainability program for North America.

honest tea

Then, the narrator states that the company does more than its name suggests, calling The Coca-Cola Company “an organic tea company,” and “a premium juice company,” as it shows outdoorsy, hard working people drinking Honest Tea, Odwalla juice, and Smartwater, as well.

“AdAge” reports, the beverage leader is completing a refranchising initiative that aimed to return ownership of local bottlers to independent companies in order to dedicate its focus on marketing and innovation.

The spot also suggests, according to “AdAge,” that the 68 independent U.S. Coca-Cola bottlers are “part of the company’s broader family with deep connections in local communities.”

The new campaign urges companies to do more and, as an example, Coke shares what its efforts are to give back, not only to their community, through scholarships for college students, but also to the environment, through the replenishment of water.

The TV ad will be followed by ads in “USA Today” and the “Wall Street Journal” to complete the campaign’s national push. Local ads began running early September.

It will be interesting to see if this campaign will change America's perception of Coca-Cola, a company whose global business relies on 70 percent sales of carbonated beverages.

Coca-Cola Re-commits to Reducing 20% of Calories from Sugar from its Products by 2025

On this episode of On Foodable Weekly, our host, Paul Barron, sits down with Brad Spickert, VP of National Foodservice & On-Premise Marketing for The Coca-Cola Company, to discuss beverage insights pertaining to the soda giant, and in a broader sense, the beverage industry as a whole.

Spickert has been with the company for 11 years and is responsible for product innovation, strategy and planning amongst other responsibilities. Here’s a recap of what he had to say:

"Consumers want more variety and choice when it comes to beverage selections inside foodservice establishments," says Spickert.

As he points out, choice not only means between beverage categories, but also sugar and calorie content.

“It’s a big focus right now of our new CEO, James Quincy,” reveals Spickert. “We talk about being a total beverage solutions provider. So having beverages for all consumers, all occasions...”

They aim to achieve this not only through portfolio and category expansion, but through reformulation of existing products for reduced sugar. In fact, The Coca-Cola Company, along with other leaders in the beverage industry, is committed to reducing calories from sugar at 20% by 2025.

An example of the company’s category expansion is their introduction of Barrilitos Aguas Frescas— a line of flavored, non-carbonated water with a hint of sweetness — inspired by consumers' demand for low-calorie options.

To learn more about the path to purchase for foodservice consumers, Coca-Cola is also leading a study, DINE360, to analyze diners’ choices when it comes to beverage and food purchases, their motivations and their satisfaction feedback.

To achieve insightful findings they are “talking to 20,000 consumers per year about their interactions in foodservice, their experiences over the past 48 hours,” mentions Spickert.

The full study will be released this fall, but one of the conclusions, for example, reveals that men are nearly twice as likely as women to choose an outlet based on high-quality menu options.

Watch the episode to learn more about The Coca-Cola Company and the innovations they are spearheading with their Coca-Cola Freestyle mobile app, craft beverages and new revenue-generating product offerings for restaurant operators!