Tech and traditional, global and national – Coca-Cola’s perfect balance in LatAm


An ecological Coca Cola truck in Chile. (Courtesy: Coca-Cola company).

29th September 2014

Selman Careaga, VP Marketing for Coca Cola Mexico discusses the company’s marketing strategy in Latin America.
By Selman Careaga, VP marketing, Coca Cola Mexico
Digital platforms have completely transformed how brands interact with consumers – and how Coca-Cola does too. Our biggest campaigns, such as our work around the World Cup, “Reasons to Believe,” and “Share a Coke,” would not have been so infinitely successful if it had not been for digital amplification.
But this isn’t to say that this huge shift towards technology is making other forms of media redundant. More traditional ways of communicating are still valid and very important to Coca-Cola, and we always want to find a way in which differenttouchpoints can complement oneanother. For example, one of the most straightforward and obvious points of reference – our product packaging – is an extremely important way of interacting with our consumers. Interaction with the Coca-Cola brand all around the world happens every minute, simply because of our packaging. What’s different now is how we use social media platforms to track this interaction.
This is just one example of how we leverage traditional forms of media in a tech-savvy way. There is definitely room for both the old and the new, and using both to bring out the best in each other – making them greater than the sum of their parts.
This year we opened our Consumer Interaction Centers in Latin America, which enable Coca-Cola to generate real-time marketing …

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