RBC learned about a possible change in the names of Coca-Cola and PepsiCo refrigerators in Russia
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It is specified that the change in appearance and brand change on the device will affect about 600,000 devices, 400,000 of which belong to the Coca-Cola brand and at least 200,000 to PepsiCo. Thus, the total volume of equipment was estimated by a source close to the companies and an employee of one of the Russian distributors of industrial refrigeration equipment Frigoglass (works with Coca-Cola).
According to the latter, the rebranding of refrigerators will be slow due to the large number of equipment. Other reasons why the rebranding will take place gradually are related to the need to keep consumers connected with the exiting companies, as well as the marketing budget, which is not yet enough, the source said.
After the start of a special military operation in Ukraine, Coca-Cola and PepsiCo began to reduce their presence in Russia. In particular, they have decided to suspend investment in marketing and stop producing and selling their global beverage brands in the Russian market — Coca-Cola, Fanta, Sprite and Pepsi, 7UP and Mirinda, respectively.
As a result, those enterprises that were engaged in the production of Coca-Cola drinks focused on the production and sale of local brands – Dobry, Rich and Moya Semya juices. The owner of the Russian plants Coca-Cola Hellenic Bottling Company (Coca-Cola HBC) changed its name to Multon Partners in July. In August, shipments of the brands of the Russian division of Coca-Cola almost stopped, stores are now selling stocks of its soda.
Then it became known that instead of a drink with the usual name will appear Dobry Cola brand. It is specified that the drink will have to compete with other Russian companies that have launched the production of their own cola. By data research company NielsenIQ, in seven months of this year, the number of cola-flavored drinks increased by 10%: 186 brands were already represented in retail chains.
PepsiCo now continues to sell other products, including local branded dairy products and baby food. The company also launched sales of drinks under the Evervess, Frustyle brands and Russian Gift lemonade.
However, the fate of branded refrigerators, for the placement of which large retail chains received additional income from manufacturers, now remains uncertain. However, the volume of these remunerations depends, among other things, on the turnover of each specific retail player, the interlocutors of the publication emphasized. Non-chain retail stores could receive retro bonuses for the temporary placement of refrigerators, depending on the physical volume of sales. So far, the companies have not announced their official decision to partners.
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