Coca-Cola / Dove Milk — Turning a Setback into Growth
Challenge: Coca-Cola products were pulled from schools due to sugar concerns, eliminating a major youth channel for the brand. MIlk was an approved beverage, so Coke entered the dairy category.
Action: We needed to create a line of flavored milks for coca-cola. We wanted to use flavors kids already trusted to avoid any TRIAL hesitancy. We partnered with Mars and Dove to launch 12 SKU’s including Milky Way, Three Musketeers, Starburst and Dove flavored milks.
RESULTS: This repositioning generated $40 million in first-year sales and gave Coca-Cola an entirely new presence in the school market.
