Who is your “Big C” Customer?

Coca-Cola is making a bold marketing shift under the leadership of new marketing chief, Joseph Tripodi. The shift makes sense and holds real potential.

It’s based on the hypothesis that the most important customer for Coca-Cola is not the individual consumer. Instead it’s the big retail outlets. Additionally, the large store is a more targeted place to reach the heaviest users, as most beverage decisions are made in store and on the spot.

The idea here is two-fold and has implications for other branding challenges, too.

1) Target the “Big C” Customer - the one who can best help move from where you are to where you want to be.
2) Consider not just the right customer, but also the right channel.