Project Main Details
But today we are in an “Always On” era of endless entertainment – and we have a whole new world in which to connect our brands with consumers.
One of every five beverage occasions involves media in the home.
Home Media is a large and growing consumption occasion. It’s worth $28 million in sales, second only to meals.
Today, our Fair Share Index is only 80, so Home Media is an occasion our System can and should own.
And that’s exactly what we mean to do.
This occasion is so big, and is growing so fast, that we’re elevating it strategically within our CCNA Value Growth Corridors.
As Home Media becomes more pervasive in consumers’ lives, it touches more and more beverage need states and categories.
We already connect with consumers’ passion for many major sports viewing events through our partnerships and assets around NCAA and Football.
And now, through this new strategy, the Coca-Cola portfolio will be part of even more of the At Home Media Refreshment rituals that families and friends look forward to. In these moments of connection and refreshment, our beverages enhance the enjoyment.
The time is right, because Americans spend more time with media than ever – an average of 90.8 hours every week.
Plus, how viewers engage with media is changing because the choices are growing.
We’re making the right moves now to play an essential role in more Home Media occasions, as they interweave in consumers’ lives.
Our Big Bets for 2018 focus on four opportunities:
TV Sports Occasions
TV Entertainment Occasions
As the At Home Media Refreshment strategy is unveiled, you’ll see a 52-weeks a year approach. This includes leveraging our large national consumer platforms and assets, as well as ongoing consumer engagement through new shopper activation tools, partnerships and OBBOs.
Also, we’re using the breadth of the portfolio to win in each of the Big Bets.
Ultimately, we have the opportunity for the Coca-Cola portfolio to be the champion of Home Media occasions and bringing people together – because who you enjoy Home Media moments with is even more important than the media engaged in….. And bringing people together has always been what we are best at doing.
So get ready – if a media screen is on in the home, we want to be there!
With our unmatched portfolio plus our bottling and customer partnerships, there will be no stopping us!
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