The challenge of a global brand in unstable times: How to preserve the essence of Coca-Cola empathizing with the consumer’s context in Latin America

Coca-Cola, a drinks brand, localized its communications in South Latin America while continuing to reinforce the "international power" of the brand.

Abstract

Let us lay the cards on the table and speak about some uncomfortable truths regarding multinational companies:

  1. Even though we operate in local contexts, we act according to brand positioning and global platforms. It is in local contexts that we have to respond to the fluctuations of the market at the risk of losing emotional closeness with our clients.
  2. We have endless sources of information, departments processing it and suppliers fueling that knowledge, but what a priori is a tool, when built in silos, breaks up the perspective of the organization and becomes an obstacle.
  3. We speak about postmodernism...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands