Fewer than 20% of new FMCG brands survive their first year. Coca-Cola’s new ready-to-drink (RTD) coffee didn’t just survive the category. It stormed it.
Through the smart application of data, we zeroed in on the growth market, targeting existing coffee and RTD-coffee drinkers in key environments and regions. The result? Our SOV more than doubled, jumping from 22% to 60% in key postcodes, with the product now in its second year and thriving.