The Coca Cola and Green Mountain deal helps Coke further connect to younger, more health conscious, non-carbonated beverage drinkers, says Tim Halloran, author of “Romancing the Brand”. As for Green Mountain, Halloran says the association with Coca Cola offers the upstart coffee company a chance to benefit from the soda-giant’s vast network and marketing expertise. Pepsi has already been targeting the non-carbonated drink consumers, so this will only up the stakes, says Halloran.
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