Coca-Cola Goes Label-Less for Sprite: A Step toward Sustainability or a Branding Crisis?

Coca-Cola Goes Label-Less for Sprite: A Step toward Sustainability or a Branding Crisis?
Case Code: MKTG475
Case Length: 11 Pages
Period: -
Pub Date: 2025
Teaching Note: Available
 Price: Rs.400
Organization : Coca-Cola
Industry : Food & Beverage
Countries : United Kingdom
Themes: Ethics in Marketing, Sustainability Environmental Sustainability
Coca-Cola Goes Label-Less for Sprite: A Step toward Sustainability or a Branding Crisis?
Abstract Case Intro 1 Case Intro 2 Excerpts

Coca-Cola: The Beverages Giant

Coca-Cola, a multinational beverage corporation, was founded in 1892 by a pharmacist, John Stith Pemberton of Columbus, Georgia, in July 1886. The drink was marketed as a “healthy tonic” and was predominantly sold as a medicinal beverage in drugstores. Asa Griggs Candler, an American businessman, established the Coca-Cola Company by purchasing the Coca-Cola formula and brand in Atlanta in 1892. The company was sold to Ernest Woodruff’s Trust Company of Georgia in 1919..

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