Coca-Cola buys full control of Bodyarmor for $5.6 billion in its largest-ever brand acquisition

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Market Segmentation, Marketing Strategy, Product Brands and Branding.

Description: Coca-Cola announced Monday it has bought full control of sports drink maker Bodyarmor for $5.6 billion, making it the company’s largest brand acquisition to date.

Source: CNBC.com – video report

Date: Nov 01, 2021

Link: https://www.cnbc.com/2021/11/01/coca-cola-buys-full-control-of-bodyarmor-for-5point6-billion-.html

Questions for discussion:

  • Why is Coca Cola buying this company?
  • How does it fit with plans for greater growth and diversification of brands and products?
  • Do you think this acquisition will cannibalize other brands owned by the company?