Table: Daft's New Formula for Coke

In his first year as CEO, Douglas N. Daft has tried to remake the once-mighty company. His initiatives include:

PARTNERSHIPS

Announced a 50/50 venture with Procter & Gamble in February to market Coke's Minute Maid juices and P&G snacks. Daft struck a similar deal to co-develop tea drinks with Nestle in January.

MARKETING

Launching new ad campaigns for Coke Classic and Diet Coke. Spending $150 million to market Harry Potter. Working with Disney to sell "healthful" drinks for kids using characters such as Mickey Mouse and Winnie the Pooh.

INNOVATION

Developing more noncarbonated products--everything from energy drinks to calcium-fortified waters. Setting up new-product "incubators" away from Atlanta, in cities such as New York and Brussels.

LAYOFFS

Axed 20% of Coke's staff last year, including many at headquarters. Shifted hundreds of others from Atlanta to regional offices.

Source: BusinessWeek

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