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Coca-Cola: New Structure And EKOCYCLE Initiative

Published on Aug 2 2012 8:52 AM in A-Brands

Coca-Cola: New Structure And EKOCYCLE Initiative

Coca-Cola is to introduce a new operating structure from 1 January 2013, consolidating its business into three segments; Coca-Cola International which will encompass the company's Europe, Pacific and Eurasia & Africa operations; Coca-Cola Americas will consist of the North America and Latin America business; and Bottling Investments Group which oversees the company-owned bottling operations outside America.

The heads for the newly-created business segments have been announced with Ahmet Bozer, currently heading up the Euraisa & Africa group to be appointed president of Coca-Cola International; Steve Cahillane, the current president and CEO of Coca-Cola Refreshments, is to be take on the role of president of Coca-Cola Americas and Irishman Irial Finan will continue as president of the groups's bottling segment. All three will continue to report to Muhtar Kent, chairman and CEO.

On Tuesday (31 Jul) Coca-Cola launched the EKOCYCLE brand initiative with the aim of educating consumers on how to "live a more sustainable lifestyle", including the launch of a clothing and gear line called Ekocycle. Coke is collaborating with musician on the project in the hope of resonating with a young audience. Beats by Dr. Dre and New Era are the first brand partners to join the EKOCYCLE brand initiative and the first Ekocycle product will be headphones by Beats, a line created by rapper Dr. Dre and music producer Jimmy Iovine. Coca-Cola has said the company will donate its portion of licensing profits from the brand initiative to support additional recycling and community improvement organisations. (2 Aug)


© 2012 ESM European Supermarket Magazine

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