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             Current Business Direction           .

             Coca-Cola has designated 2005 a year of innovation and is launching several new drinks including an energy drink called "Full Throttle" and a version of Diet Coke flavored with the Splenda artificial sweetener. .

             Analysts say the way forward is to tap the trend away from fizzy, sugary drinks towards low-calorie, healthy drinks, such as low-sugar Orange and bottled water. .

             There are two major growth drivers for Coke. One is the flavored Colas that the company has been launching over the past several quarters, including Vanilla Coke, as well as Coca-Cola with Lime. These new flavors have proven popular among consumers, and Coke has been able to leverage its core Coke brand to create instant recognition for these Cola flavors. These newer brands should help breathe some life into sales in developed markets.

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             Current Marketing Performance      .

             The most noteworthy change was the creation of a new position to oversee Coke's its global marketing and advertising strategy, headed by Mary Minnick, president of Coca-Cola Asia for the past four years and a 21-year veteran of the company. .

             Coca-Cola kicked off 2005 American Idol excitement at 165 Simon Malls in January and February with an Instant-Win Coca-Cola Vending Game. Prizes ranged from American Idol t-shirts to an all-expense-paid trip for two to the taping of the American Idol finale. Coca- cola launched a multi-mall event featuring live performances by 2004-2005 past American Idol finalists exclusively at Simon Malls across the country. The multi-mall event kicks off April 8 in Boston and culminates in Los Angeles on May 14, just prior to the May finale of American Idol's fourth season on FOX. In between, the event will visit Simon Malls in New York, Philadelphia, Atlanta, Chicago, Indianapolis, Dallas, and San Antonio.