Coca-Cola Europacific Partners and The Coca-Cola Company have appointed insight and strategy consultancy Serendipity2 for a major pan-European study as they strive to improve their marketing.
The quantitative research project, will run across five European markets and seek to improve Coke’s understanding of why and how people purchase soft drinks in restaurants and cafes.
It will aim to clarify which in-store, external, and digital point of sale and merchandising material has the most positive impact on incidence growth.
The global drinks giant has over 200 different brands and a presence in 200 countries worldwide.
Serendipity2 managing director Harriett Type said: ”We have been working with both companies for over 20 years and to be part of their continuing success. Their ongoing focus on the changing nature of consumer behaviour continues to solidify their position as the most successful soft drinks company in the world.’
Launched in 2001, Serendipity2 has used data science, technology, creativity and industry expertise to help consumer brands and retailers accelerate business performance and drive measurable growth.
Using its Google-enabled data mapping and visualisation tool, MarketView, data is brought to life and made accessible for clients, which also include Unilever, WH Smith, Britvic, Diageo, Monster Energy, Schweppes, Vue International and Domino’s.
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