CocaCola Looks At Its Health

New CocaCola chairman and chief executive, Neville Isdell, has told investors Coke wants to make up for lost time on the bottled water and low-carb trends, and it’s willing to lose money in the short term to re-establish itself. "The emerging consumer trends in health and wellness were missed," Isdell said.

Emerging trend? Emerging? Trend? PSFK is a bit dumbfounded. Whilst we acknowledge that there is a cultural shift around ‘health and wellness’ – for CERTAIN demographics – offering water and low carb versions of existing drinks is not a strategy: it’s jumping on a band-wagon, it’s following a fad.

Coke’s combined lack of insight and foresight may put the brand in the museum before Isdell’s tenurship is complete.

AP Article