Coca-Cola: How Controversial FIFA Drink Breaks Boost Sales – But Cans Are Getting More Expensive

Revenue rose in the 2nd quarter to $13.4 billion, prompting an upward revision of the full-year forecast. Targeted marketing campaigns, such as the drink breaks introduced by FIFA, are driving growth for the Powerade brand. A strong increase in sales of Coca-Cola Zero Sugar and flexible packaging sizes offset the unexpectedly high costs for aluminum and PET. Business Model and Growth Drivers The Coca-Cola Company (KO) leads the global market for non-alcoholic beverages. The asset-light model relies on the profitable sale of beverage concentrates...