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Coca-Cola CEO: Innovation Is The Key To Becoming A “Total Beverage Company”

May 10, 2018: 12:00 AM EST

Coca-Cola CEO James Quincey is a strong advocate of innovation and experimentation to quickly take advantage of market opportunities. Creating new products, and pushing existing products into new markets, are the underlying concepts behind the “total beverage company” slogan. It’s the reason why the company has tinkered with its line of traditional cola beverages as it expands into dairy, juice, and plant-based drinks, energy drinks, water and sports drinks; and RTD tea and coffee. But this is not just innovation for the sake of innovation, Quincey recently noted, but “in the service of the consumer, in the service of wondering what will connect and engage with the consumer.” The flip side of experimentation, of course, is acknowledging failure and being willing to “kill the zombies.”

Rachel Arthur, "Coca-Cola on innovation: ‘We’ve got to be willing to kill the zombies’", Beverage Daily, May 10, 2018, © William Reed Business Media Ltd
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