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Coca-Cola's incoming CEO Henrique Braun this morning heralded unprecedented World Cup activation plan as tourney heads to North America this summer while once again suggesting there might be a bit of a swing back to the pace of innovation after the refocusing undertaken a coupla years ago by his predecessor, James Quincey, that winnowed overall global brand count by more than half. Speaking at gathering in Orlando, Fla, of Consumer Analysts Group of NY (CAGNY), CEO-elect Braun reiterated point he made on quarterly earnings call a week ago by saying of innovation, "we've done significant work on this but I believe we can do better." As example, he cited forthcoming World Cup campaign leveraging Coca-Cola's longtime role as global FIFA sponsor. It will be biggest-ever campaign that this cycle will feature "hyperpersonalized engagement at the local level in a way we haven't done before," as Brazilian-raised exec put it. Effort begins with trophy tour that's been making 75 stops across 30 countries. The trophy also is at center of packaging push that will see one side of Coca-Cola can dominating by silhouette of trophy against "26" numerals, with different cans employing colors and abbreviations (like FRA, KOR or ECU) of participating nations. Promos will deliver some 20 mil prizes. Co will sponsor daily highlights show hosted by Jose Mourinho, self-assured Portuguese coach who's controversially described himself as "the special one."Within US, campaign will be uncommonly differentiated. Braun cited contrasting examples of NY and Houston: NY activations will tap more into European influence on soccer culture there vs dual-language effort in Houston that will tap into Latin American influence. Each market will feature different players and "Refresh your fandom" slogan in NY will be augmented by "Refresca tu pasion" in Houston. That's in contrast to prior "plug & play" approach where a unitary global campaign was leveraged differently in different countries depending on whether that country was participating or not. "This time we can talk to consumers in New York or Houston in a way that connects with their ways to connect with sports," he said.For Coca-Cola, measurement of innovation's success is attainment of billion-dollar status. As he had on earnings call last week, Braun heralded addition of pair of acquired brands that brought that exclusive club's tally to 32: Santa Clara value-added dairy brand in Mexico and Innocent refrigerated juice brand in UK. Crucially, he stressed, 75% of these megabrands are non-sparkling platforms, so "we're definitely walking the talk" of diversifying beyond CSDs, he said. Among the casualties of Quincey brand winnowing that slashed brand count from 400 to 170 were numerous acquired entries that KO had apparently concluded were not going to hit that milestone, including Honest Tea, Zico Coconut Water and Hubert's Lemonade.So what changes does Braun have in mind? They won't be earthshaking, it seems. After all, "discipline is working for us," he said, referring to Quincey's actions. But he hopes to do better dialing up insights from different local markets around the world, particularly major markets. So he'll aim to accelerate pace of innovation while maintaining balance of keeping discipline. Among key focuses suggested in slide will be hydration need, currently served by range of brands that include Body Armor, Powerade, Dasani Power Water and Smartwater, and protein/fiber via Fairlife/Core Power, Minute Maid, Simply Pop and Santa Clara brands.Slide shown during presentation also flagged KO's creation of chief digital officer, role to be filled by Eurasia/Middle East chief Sedef Salingan Sahin on Mar 31 as part of broader reorg recently announced by co (BBI, Jan 14). That's when Braun formally ascends to top job. At CAGNY, he was assisted in outlining strategy by prexy/CFO John Murphy. Interestingly, artificial intelligence only got fleeting mention this morning, in Murphy's part of presentation, despite frenzy of attention that discipline has been receiving lately.

CAGNY ANALYSTS CONFERENCE: Coca-Cola Will Offer 'Hyperpersonalized' Consumer Engagement at World Cup This Summer; Incoming CEO Braun Aims to Better Balance Innovation & Discipline

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