The Coca-Cola Company (KO) 23rd annual dbAccess Global Consumer Conference summary

System performance and strategic direction

• Achieved 20 consecutive quarters of value share growth, balancing delivery of results with proactive investment for future growth.

• Strong relationships and capabilities across the ecosystem underpin ongoing strategic execution.

• Emphasis on becoming a total beverage company, with an end-to-end execution mindset leveraging the franchise system.

• Leadership transition to Henrique has brought new energy, sharper focus, and structural changes, especially in innovation and digital.

• Focus on extracting more value from more markets and brands, with a push for greater pace in underperforming areas.

Digital transformation and data strategy

• Digital initiatives are prioritized, with clear focus on value creation and resource allocation.

• Leveraging proprietary first-party data and customer data from bottlers to build new intelligence and enhance revenue growth management.

• AI is viewed as a growth enabler, allowing for greater precision in driving revenue per transaction.

• Digital capabilities are improving marketing efficiency and are seen as medium- to long-term enablers for system performance.

Balancing growth, pricing, and consumer relevance

• Shift from a volume-driven to a value-driven approach, balancing volume, price, and mix for optimal value creation.

• Pricing actions post-COVID were successful, but ongoing relevance with diverse consumer segments is critical.

• Maintaining affordability and premiumization simultaneously is key to sustaining a large, active consumer base.

• Balance is achieved by designing input processes that keep the brand relevant and maximize value.