COCA – COLA CURRENT FINANCIAL STATUS ?

Coca – Cola soft drink company that started in 1880s made 46 Billion US dollar revenue in 2024. Coca-Cola operates in over 200 nations across various consumer preferences. From Coca-Cola Classic, to Diet Coke, Sprite, Fanta, and others in carbonated form. Minute Maid offers juices, energy drinks, iced teas sports drinks, and bottled water through various brands and product offerings.

Coca-Cola marketing campaigns are deeply embedded in pop culture. It`s Iconic Red and White Emblem which symbolises Joy and Unity resonated with people from all Demographic – GEN-Z, millennial, GEN-X and Boomers but it has always struggled to impress the youngest customer base – GEN-Z. for e.g Coca-Cola Spiced just didn’t hit the mark, and experts believe it is down to a lack of connection with Gen-Z audiences.

WHAT IS GEN – Z ?

– People who belong to birth year – 1996 and 2010
– GEN-Zers are extremely online. They spend six or more hours per day on their phones working, shopping, dating, and making friends online. Gen-Z identity has been shaped by the digital age, climate anxiety, a shifting financial landscape, and COVID-19. 

SELF – EXPRESSION – Gen-Z believes in self expression and have more personalised presence in online ecosystem. Videos, and reels facilitates their self-expression and lead to more social connections. Gen-Zers are most active on TIK-TOK who make up 49 % percent of the app`s users.

MORE INCLUSIVE – They’re part of a new wave of “inclusive consumers” .They value equality, inclusivity, culture mix and fair representation.

INDIVIDUALISTIC & UNIQUE STYLE – Gen-Z have very defined individualistic sense of self. They are the generation who is not afraid to express their radical views and thoughts and sense of style.

Coca- Cola. STARLIGHT limited edition

THE DISCONNECT BETWEEN COCA-COLA & GEN-Z ?

HEALTH CONSCIOUS – Gen-Z are known to be bit more health conscious than the other generations and they represents a significant demographic target for Coca-Cola; however, in spite of extensive marketing efforts, this generation increasingly associates the brand with descriptors such as “unhealthy,” “sugary,” and “diet,” indicating a perception of Coca-Cola as a less health-conscious choice.

LACK OF BOLDNESS – Gen – Z is an already distracted consumer due to the plethora of options presented to them across various social platforms. It is essential that product packaging be distinctive and assertive to capture their attention. Coca-Cola’s spiced flavor packaging, featuring an uninspired font, “Starlight,” failed to resonate and make a significant impact on Generation Z.

UNIQUENESS – The Gen-Z generation exhibits a distinctive style and possesses a remarkable capacity to curate and personalize their choices. Coca-Cola ought to have introduced a dynamic assortment of unique colors and styles within a single range, reflecting the creativity and ethos of this influential generation!

NEW COMPETITION – In recent years, the market has witnessed the emergence of new brands in the soft beverage category, with Olipop, Rockstar Energy: Fueling the Hustle, Pepsi`s Starry and Poppi standing out as some of the leading brands successfully engaging with the younger demographic.

LACK OF COLLABORATION – The launch of Coca-Cola’s Starlight product exhibited a notable absence of a collaborative strategy. Given that Gen Z is highly engaged in digital spaces and possesses a profound understanding of the influencer and pop culture landscape, it is essential to partner with influencers, musicians, and digital creators who command cultural authority within this demographic in order to effectively engage with them.

TIK – TOK LAUNCH – Coca-Cola Happy Tears, a new version of Coca-Cola Zero Sugar “with a salty splash of minerals.” It’s sold exclusively on TikTok Shop in the form of a “hype kit” for $9.99. also failed to create online buzz and hype. Again the products too plain and ordinary packaging failed to leave an impact.

Reimagining Coca- cola packaging for Gen-z ?

We at ORNG have reimagined the appearance of Coca-Cola products to appeal to a new generation. Generation Z, immersed in a digital landscape dominated by reels, Instagram, TikTok, and influencers, seeks validation through likes and attention. Although they may not favor direct communication, their use of slang is a significant aspect of their interactions. They articulate their sentiments with terms such as “Slay,” “Drip,” “Hype,” “Vibe,” and “GOAT.” We have created an Instagram story moment that allows Generation Z to pose, click, and share. Each can in the set boasts a distinct color palette, ensuring a unique visual experience.