Buying coke Leiden

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Buying coke Leiden

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Buying coke Leiden

Diet Coke was pegged a top priority. The project was strictly top secret; only a handful of senior executives knew about it, and team members had to agree to the assignment before getting the details. Goizueta green-lighted the Diet Coke project, which shifted quickly from planning to implementation. Second, if senior leadership said no to Diet Coke, then we likely would have lost cola position. Colas accounted for 60 percent of all soft drink sales in the U. Diet Coke was seen as the right product for the right time. Diet Coke was the most straightforward articulation of the promise of the brand. The plan motivated the system and turned bottlers into full-fledged Diet Coke enthusiasts. When you remove the second-highest cost item after aluminum cans, you can make the numbers trend pretty well. Diet Coke gave us dramatically accelerated growth in a growing category with a very high-margin structure. Diet Coke existed only on paper for months, but mock-ups of the initial packaging graphics gave the brand a visual identity. The team built a makeshift grocery aisle inside an abandoned syrup plant next to company headquarters to see how the designs would look on the shelf alongside other brands. Paper graphics were taped to empty cans. The winning design included bold red letters against a white background with diagonal pinstripes revealing the shiny silver aluminum. The core Diet Coke demographic was baby boomers who were getting 20 years older and 20 pounds heavier. And while extensive consumer taste tests revealed that Diet Coke was preferred over the competition, both were sweetened with the only approved non-caloric sweetener at the time: saccharin. Several executives wanted to ride the wave of the industry by waiting until a standard sweetener was available to launch Diet Coke. We had to get out in front, enter the market with a saccharin base and take advantage of the awareness and acceptance of the event. In short, we had to succeed with brand power and bottler system power. Six lead markets — New York, Jacksonville Fla. Because they set the standard… and it was high. This awareness, fueled by mounting bottler enthusiasm, gave the brand a big head start. Carew arrived at the office one morning, having just heard the news that Princess Diana had given birth to Prince William. Team Diet Coke — who took in the spectacle from the third balcony — stayed at Radio City until about 4 a. Months later, Nielsen reported the first market share for Diet Coke in Denver. Carew jotted down the data and went to the company auditorium where Dyson was holding a meeting with bottlers. The news lit a fuse. Who would beat Denver? No one ever did, but a series of once-in-a-lifetime bottler rollouts soon followed with great fanfare. By the end of , Diet Coke was the No. Our aspiration was never short of being one of the top-selling soft drinks in the world. The success of the brand demonstrated the importance of trusting people to do their jobs and to take risks. You have to know your stuff, study everything, and have an answer to any question that might come up. Teamwork and an entrepreneurial spirit are important, too, Garner said. But we worked as a team, including our agency partners. Every time I speak to these guys, that entrepreneurial spirit comes back. This team will be together forever. Until that point, extending the Coca-Cola Trademark to another brand had been a no-no. But times had changed. The initial can design included bold red letters against a white background with diagonal pinstripes. Hurry Up or Wait? After kicking around the idea with the team, he called Norcia and asked him if Diet Coke could be positioned as heir to the throne of Coca-Cola. Related Content. Read More.

Buying coke Leiden