The document outlines a plan to revitalize sparkling beverage sales in the US through collaborative efforts between Coca-Cola and bottlers. The plan involves recruiting teens led by Coca-Cola, growing the household customer base, and reigniting system profit growth. A key market in the Southeast representing 27% of US sparkling volume will serve as a "lab" to test strategies and drive scaled value growth across the larger franchise system. The plan will pursue growth in key revenue segments like large and small stores, food service, and youth by developing tailored architectures for each based on market insights.