Saturday, December 4, 2010

Coca-Cola's Vision for the Future Puts Multicultural at Its Core

Coca-Cola recently declared that, "multicultural consumers are our core focus." Multicultural consumers already account for 33 percent of Coca-Cola's U.S. volume, with the figure expected to reach 40% in ten years. Coke has embraced a year-round strategy of deep connection targeting multicultural consumers. Among Coca-Cola's most-powerful differentiators are the stories that only Coke can tell-and much of that content comes from multicultural customers-including from both social media and consumer-generated content. Beatriz R. Perez, Chief Marketing Officer, Coca-Cola, discussed key insights on how brand messages are crafted to address various multicultural segments and methods to build loyalty and measure success. 

Watch Beatriz Perez CMO of Coca Cola here

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