Coca-Cola to boost brand spend by up to $400m

Coca-Cola has outlined a plan to re-invest up to $400m of operational cost savings into brand-building initiatives over a period of four years.

The programme is part of Coca-Cola's "continuous approach to productivity", which, it states, includes "redirecting resources to drive profitable growth through marketing and innovation effectiveness".

Coca-Cola said: "Productivity is a core pillar of our 2020 Vision, and a leading priority of our company is to design and implement the most effective and efficient business system."

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