Coca-Cola's Vision for the Future Puts Multicultural at Its Core
November 8, 2010
Executive Summary
Bea Perez, CMO, The Coca-Cola Company, discussed Coca-Cola’s efforts to connect with all consumers via multicultural marketing. Every program Coca-Cola does now is not just about reaching one target audience. Instead, they are about what’s universal and relevant to everyone. Examples shared included Coca-Cola’s 2010 FIFA World Cup program, the “Sprite Step Off” challenge, and Coca-Cola’s partnerships with various community organizations.
View video below.
Source
"Coca-Cola's Vision for the Future Puts Multicultural at Its Core." Bea Perez, CMO, The Coca-Cola Company. ANA Multicultural Marketing and Diversity Conference, 11/08/10.
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