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.