What if you could design a planogram based on how shoppers actually make decisions—not just brand blocks and pack sizes?
That’s the question Coca-Cola brought to the table in our recent webinar with the Category Management Association. Presented by Gina Carbone (Harmonya) and Rylee Rogers (Coca-Cola), this session explored how the Coca-Cola team used enriched product attributes to bring more consumer-centric thinking into shelf strategy.
If you missed it live, here’s what we covered—and why it’s relevant to your team.
Why Ingredients Matter in Sports Drinks
The conversation began with a deep dive into the functional nature of the sports drink category. For Coca-Cola, ingredient types like sweetener, electrolyte source, and colorant aren’t just label details—they’re real drivers of shopper choice.
By tapping into Harmonya’s enriched product tags, Coca-Cola was able to identify these attributes across SKUs and start asking new questions:
• Are high-growth sweeteners like stevia getting premium shelf space?
• Should we reconfigure how zero-sugar and full-sugar options are grouped?
• What shopper signals are hidden in how we arrange our current planograms?
Making the Data Actionable in Space Planning Tools
Coca-Cola didn’t just observe trends—they used Harmonya’s enrichment file directly within their space planning environment to visualize shelf layouts in a new way. With clear tags for each product’s sweetener or electrolyte type, they could map merchandising logic that aligned with how shoppers navigate the aisle.
The result was a clear path toward more strategic, consumer-aligned shelf layouts—and a new set of questions to explore with their retail partners.
From Partnership to Framework
This wasn’t a vendor-led initiative or a one-off experiment. The idea came to life through a collaborative partnership between Coca-Cola and Harmonya. It’s a framework any category team can adopt—one that starts with the right product data, applied directly to the tools and workflows you already use.
In the words of Coca-Cola’s team: “You can follow that thread across your entire portfolio—and your competitors’ too.”
Watch the Full Session On Demand
If you’re in category management, space planning, or shopper insights, this session is well worth your time. See how enriched data can drive stronger retailer conversations and smarter planograms.
👉 Watch now: https://youtu.be/CP7djMjx1Cs
