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Either the "ethical" marketing was always just that, or Coca Cola offered them one of those old-school Microsoft "take the offer, or we use our distribution net
by pja 14y ago
Either the "ethical" marketing was always just that, or Coca Cola offered them one of those old-school Microsoft "take the offer, or we use our distribution network to crush you" style deals.
- objclxt 14y agoBoth Coca-Cola and Pepsi don't have great track records launching home-grown premium smoothie/juice offerings. Many of the premium brands they run - Naked, Odwalla, etc - came via acquisitions. Given that Coke started with a ~15% stake in Innnocent before building it up to 90% I think it's rather more likely they simply rolled up with a huge barrow of money. It's hard to maintain your 'ethical' stance when somebody is trying to give you millions of dollars (see also, Ben & Jerry's).
- shrikant 14y agoSee also The Body Shop and L'Oreal.
- gadders 14y agoSee also Green and Black chocolate, now part of Kraft.