Honest Tea – Failure Case Study
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“Honest Tea – Failure Case Study” is part of GlobalData’s Success & Failure case study series. In 2022, Coca-Cola announced it would phase out the Honest Tea product line; however, it will continue with specific aspects of the brand such as Honest Kids, that produces juice products.
Coca-Cola stated that the brands Peace Tea and Gold Peak will anchor the company’s ready-to-drink (RTD) tea strategy in North America.
Scope
– Manufacturers need to make sure to adapt its product strategy and align with at-home behaviours.
– Targeting Generation Z consumer groups with unusual or trendy formulations is key for success.
– Consistently update products in formulation and packaging to keep uniqueness.
Reasons to Buy
– Use GlobalData’s selection of successful and failed product launches and marketing campaigns from across the globe to inspire innovation.
– Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
– Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
– Access valuable strategic take-outs to help direct future decision-making and inform new product development.
Peace Tea
Gold Peak
Coca-Cola
Table of Contents
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