Richard Withagen

Richard Withagen from Kepler Cheuvreux asked about the metrics used to measure the success of the 'Share a Coke' campaign and the strategic pros and cons of global versus local campaigns.

Answer

CEO Damian Gammell explained that CCEP utilizes both global and local campaigns. For 'Share a Coke,' success is tracked via metrics like display share, distribution, consumption frequency, and brand health. He emphasized its positive impact on single-serve formats, which boosts price/mix and away-from-home channel growth.

Richard Withagen from Kepler Cheuvreux asked about the 'Share a Coke' campaign, inquiring about the metrics used to measure its success and the strategic pros and cons of a global versus a local campaign.

Answer

CEO Damian Gammell explained that CCEP utilizes both global and local campaigns. For 'Share a Coke,' success is tracked via metrics like in-store display share, distribution gains, consumer consumption frequency, and brand health scores. He highlighted that the campaign's focus on single-serve packs was particularly effective in boosting price/mix and supporting away-from-home channel growth.

Richard Withagen from Kepler Cheuvreux asked a two-part question about the energy drink category: the current competitive situation with Red Bull and whether the cost of growth is increasing.

Answer

CEO Damian Gammell described the category as healthily competitive and the fastest-growing NARTD segment. He stated that CCEP aims to grow and take share with Monster. He clarified that the cost of growth is not increasing; in fact, as volume grows, the company gains leverage on its fixed assets, which should improve margins over time.

Richard Withagen asked about the Energy drink category, focusing on the competitive situation with rivals like Red Bull and whether the cost of growth in the category is increasing.

Answer

CEO Damian Gammell described the category as 'healthy competitive,' which drives growth and pushes CCEP and Monster to be at the top of their game with innovation. He stated that the competition is not increasing the cost of growth; rather, higher volumes provide better leverage on fixed assets, which should improve margins over time.