I was impressed when Coca-Cola announced the introduction of Fairlife, the first brand of "expensive" milk. Or as Sandy Douglas, president of Coca-Cola North America, called it, "the premiumization of milk."
Finally a great idea from the world's largest beverage company. Apparently, Coca-Cola has finally learned how difficult it is to build a new brand when you are not first in the category.
Witness the lack-luster performance of Coca-Cola brands like Powerade, Full Throttle, Mellow Yellow, Mr. Pibb and Fruitopia. (As opposed to the first brands in the categories: Gatorade, Red Bull, Mountain Dew, Dr Pepper and Snapple.)
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