Coca-Cola to target older audiences

Coca-Cola is to target older consumers as part of a bid to double its revenue by 2020, according to a report in Marketing Week today.

Coca-Cola chairman and chief executive, Muhtar Kent, is reported as saying that the company was “laser-focused” on targeting the right consumers with fully integrated global marketing campaigns that work on many levels.

By 2020, the company says that the world will look very different, so targeting the “right consumers” will include a renewed focus on older, wealthier consumers.

As our own report on Marketing and Older Audiences (available upon request) found, the marketing planning processes of most companies do not take the long-term, gradual nature of population change into account. Only the most marketing-led businesses, such as Procter & Gamble and Unilever, have done this – leading to successful global brands like Olay and Dove.

We will watch this space with interest….