Secured Retail Distribution and Category Captainship for Coca-Cola's Water Portfolio
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Who Are They?
The Coca-Cola Company is a global beverage leader operating in over 200 countries with a diverse product portfolio. Known for its iconic soft drinks, Coca-Cola was expanding into bottled water through innovation and strategic partnerships, including a joint venture with Nestlé, as well as the distribution of Evian. These moves reflected the company's commitment to adapt to evolving consumer preferences and drive growth across categories.
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Where Were They Before Working With Us?
As Coca-Cola diversified its portfolio with the launch of Dasani and a partnership for Evian, the company aimed to strengthen its presence in the fast-growing retail water category. The goal was to offer a water portfolio that satisfied consumer demand, added value for bottling partners, and secured strong retail placement in highly competitive channels.
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What Problems Were They Facing?
The bottled water market was experiencing explosive growth and intense competition. Securing shelf space for new products proved challenging as established brands dominated retail channels. Retailers prioritized placement based on brand recognition, packaging appeal, and promotional support, making it difficult for new entrants to differentiate themselves and gain traction in crowded aisles.
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What Did We Do To Solve It?
We partnered with bottlers and retailers to understand their challenges and identify opportunities. Through market analysis, competitive research, and consumer insights, we developed a water portfolio strategy to position Coca-Cola's brands across premium (Evian) and mid-tier (Dasani) segments. This included defining tailored pricing, merchandising, and promotional strategies across various channels to effectively meet the needs of both retailers and consumers.
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The Results
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Successfully secured distribution and retail presence for both Evian and Dasani.
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Attained category captainship, strengthening Coca-Cola's influence in the water aisle and enabling innovation for the category.
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Increased profitability for both The Coca-Cola Company and its retail partners through a scalable, portfolio strategy.
Eva Davis
Group Director
Regional Sales & Marketing
The Coca-Cola Company
"Lisa's ability to develop and execute integrated marketing campaigns across our diverse portfolio was truly impressive. She has a unique ability to identify market opportunities and translate them into actionable strategies that drive growth. Whether it was expanding into new channels, optimizing product strategies, or leading fan engagement experiences, Lisa always brought creativity and strategic thinking to the table. Lisa's work in developing targeted initiatives for diverse market segments showcased her adaptability and deep understanding of consumer needs."
Michael Cruz
Brand Marketing
The Coca-Cola Company
"Lisa is an exceptional business leader, driving the hydration business at The Coca-Cola Company. She has the ability to drive the national brand strategy and then transfer that into manageable and actionable business plans effectively understanding the consumer behavior and market dynamics for executional success at the marketplace level."
Wade Philbrick
Sales, Distribution & Franchise Leadership
The Coca-Cola Company
"What truly sets Lisa apart is her remarkable ability to orchestrate complex, integrated marketing campaigns that require alignment across multiple stakeholders/departments, drives brand loyalty and achieves measurable results. Her ability to: turn complex marketing challenges into actionable strategies, connect vision with execution, and bring colleagues together, creates an environment where innovation thrives. She consistently delivers measurable impact through market opportunities. Lisa is also very likable. People enjoy their engagement with her. And as we all know, people want to do business with people they like."