Coca-Cola’s 20 Billion Dollar Brands & Future Growth

Dasani

Dasani was released by Coca-Cola in 1999. Coca-Cola created Dasani to compete with PepsiCo’s (PEP) popular Aquafina water brand. Since that time, Dasani has become the market leader in the highly fragmented bottled water industry in the United States with a 7.4% market share.

Coca-Cola attempted to launch ‘Dasani Twist’ in 2012. Dasani Twist uses the same ‘twisting packaging’ that has propelled I LOHAS to success in Japan. Dasani Twist did not drive sales in the United States like it did in Japan.

Dasani is most popular in the United States and Canada. Coca-Cola botched the product’s release in the United Kingdom in 2004. Coca-Cola’s advertising department used the phrase ‘bottled spunk’ to describe Dasani. Coca-Cola clearly didn’t do their research; ‘spunk’ is slang for semen in the United Kingdom.   If that weren’t bad enough, bromate – a known carcinogen – was found in Dasani in the United Kingdom. Coca-Cola pulled Dasani from the United Kingdom market and has not introduced Dasani to continental Europe.

Bon Aqua

Dasani has not been a hit internationally. Coca-Cola’s Bon Aqua brand is its international answer to bottled water.

Bon Aqua became a billion dollar brand in 2013. The Bon Aqua brand’s most popular markets are Russia, Hong Kong, South Africa, and Germany.

Gold Peak

Gold Peak tea was released in the United States in 2006. It reached billion dollar brand status by 2014. Gold Peak tea is made with real sugar, tea leaves, and water. The brand has no preservatives.

Gold Peak tea has realized rapid growth since its release. The ready-to-drink tea industry is growing quickly as consumers look for caffeinated beverages that are healthier than sodas. Coca-Cola has a long growth runway ahead in tea. The company currently has just a 6.8% global market share in the ready-to-drink tea category.

Fuze Tea

Fuze Tea is Coca-Cola’s first global tea brand. Coca-Cola released Fuze Tea in 14 countries in 2012. Just 2 years later, Fuze Tea became a billion dollar brand. Going from 0 sales to $1,000,000,000 a year in 2 years is nothing short of phenomenal.

Since its release, Fuze Tea has been quickly expanded to nearly 40 countries. The global success of Fuze Tea is a result of Coca-Cola’s excellent global distribution platform. Fuze Tea will likely continue growing along with the ready-to-drink tea category.