The document outlines a plan to revitalize sparkling beverage sales in the US through collaborative efforts between Coca-Cola and bottlers. The plan involves recruiting teens led by Coca-Cola, growing the household customer base, and reigniting system profit growth. A key market in the Southeast representing 27% of US sparkling volume will serve as a "lab" to test strategies and drive scaled value growth across the larger franchise system. The plan will pursue growth in key revenue segments like large and small stores, food service, and youth by developing tailored architectures for each based on market insights.

1. Bringing Our Brands To Life
Locally In The US
Hendrik Steckhan
President & GM, Sparkling Beverages, CCNA

2. A Joint Commitment By Our System
“Sparkling Revitalization”
Recruit Teens, Led by Coca-Cola
Grow Household Base
Reignite System Profit Growth

3. A Collaborative Lead Market “Lab”
…To Drive Scaled Value Growth
Southeast
Scale
What
Works
27 % of US*
14 Bottlers
• Real Market Proof Points
• Franchise System Power
*Sparkling Volume

4. “Follow The Money”:
Pursuing Growth In Key Revenue Segments
Large Small Food Service
Stores Stores Hospitality
Family Home
Consumption $80 Bn
Away From
Home/Youth $30 Bn $30 Bn

5. A Tailored Architecture For Each Segment
Large Small Food Service Market Insights
Stores Stores Hospitality
Family Home
Consumption O ccasion
B
Away From
Home/Youth
rands
P
ack
Architecture
P
rice
C
hannel
Marketing & Commercial
Execution