As the owner of some of the world’s most iconic beverage brands, Coca-Cola works with near global name recognition in almost every market around the world. According to Khalil Younes, Executive Vice President of Marketing & New Businesses at The Coca-Cola Company in Japan, the secret of the company’s international longevity is down to two things: the company’s dedication to research and development – even today, just three people in the company know the full recipe for the original Coke – and its marketing strategy.
Coca-Cola has been operating in Japan for around 61 of its 128 years – but...