The six words that drive Coca-Cola in Mexico

This event report explains how Coca-Cola, the beverage company, is approaching marketing in Mexico by focussing on social, immediacy and taking a publisher mentality.

The six words that drive Coca-Cola in Mexico

Geoffrey PrecourtWarc

If you think 140 characters challenges your skills of articulation, imagine the challenge issued to Selman Careaga shortly before his appearance at the Latin America (FOMLA) last fall in Miami Beach.

"We were told that you should be able to say whatever you want to say in six words." And the Coca-Cola Co. vp/marketing in Mexico was deliberate in his selection, encapsulating three topics in those six words (or 41 characters, if you're counting):

  • "Social at Heart"
  • "Immediacy"
  • "Think Publisher"

"This is what we are...

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