Coca-Cola has big plans for small brands

10/29/2010 | Advertising Age (tiered subscription model)

Coca-Cola's Venturing and Emerging Brands group is finding small beverage brands and aims to identify and cultivate the next one with the potential to be worth $1 billion. "Plenty of products at Coca-Cola play in the middle of the distribution curve," said Mary-Ann Somers, leader of the group. "At VEB, we really live on the left. We will develop things that not everybody will like, and that's OK." The group has invested in Fuze and Honest Tea, among other brands.

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