At the close of December 2000, Coca-Cola Co., known for its marketing brilliance, announced its entrance into the dairy industry with "Project Mother," a new initiative created by the soft-drink giant to promote milk and milk-based products. Under the initiative, Coke is researching and developing a number of products, with hopes to counteract the negative perceptions of milk that it is "uncool," not refreshing and a product that most children link only to cereal and "hot lunch."
What does it mean for this marketing giant to be promoting milk products? "With the marketing muscle that Coke has, this could have a tremendous impact on the potential and opportunity for the growth of milk in the beverage category," Susan Ruland, vice president of communications for the International Dairy Foods Association (IDFA), told Dairy Field. "Milk has had the reputation of only being on the shelf as a commodity over anything else."
Early this year, Coke plans to test at least five types of milk-based concepts that will target kids 12-years-old and younger. The mission: to be as successful at marketing beverages to children as it is with selling carbonated drinks to adults.
"For a company like Coca-Cola to show interest in the milk and dairy industry is groundbreaking," Ruland said. "Milk and dairy products are the leading source of natural calcium in the American diet -- this initiative could raise the awareness of how strong a beverage milk really is." Coca-Cola Co. shares have risen since its announcement to develop milk products for children. But, can Coke make milk "cool" enough to kids in order compete with other beverages in the industry? That is the question.
(C) 2001 Dairy Field. via Bell&Howell Information and Learning Company; All Rights Reserved. Originally published 1 January 2001 under the title, "Coke Develops 'Project Mother' to Promote Milk"