"Some of it is cannibalistic, but the cannibalistic nature of it accrues to higher margins. So the mix shift is positive, and then you have the incremental transaction growth that's being driven there. "And the primary reason is that the consumers want smaller packages. That's why they're buying more Cokes. "Our marketing model is about more people enjoying more Cokes more often for a little bit more money. And that's what we seek to accomplish in the marketing and execution of our brands." The company released its Q2 results yesterday, which saw reported net revenue decline 3% and organic revenue grow 4%. Global sparkling beverage volumes in the quarter saw brand Coca-Cola up 1%, up 6% for Coca-Cola Zero, 3% growth for Sprite and 2% in Fanta. Diet Coke, however, declined 7%.