Taking stock of what Odwalla had, and identifying a new avenue for growth.
Coke bought a fruit smoothie brand called Odwalla in 2001 for $181MM. They were looking for ways to grow distribution. We uncovered a trend of parents struggling to get their kids to eat anything healthy when they went to school. The sandwich and the desserts were easy, but the fruits or veggies just got put back in the lunch bag and thrown away.
We recommended that Odwalla create juice boxes for kids. And to make sure kids drank them, we recommended that unique codes be printed on the inside of the boxes. When kids brought the empty boxes home, they could be entered online to unlock new levels of Angry Birds.
Odwalla juice boxes launched into Whole Foods nationwide in 2012 and introduced the brand to new consumers. In a 2020 attempt to streamline, Coke pulled the plug on Odwalla and dozens of other brands. But this innovation remains one of our favorites.