The challenge of a global brand in unstable times: How to preserve the essence of Coca-Cola empathizing with the consumer’s context in Latin America

Coca-Cola, a drinks brand, localized its communications in South Latin America while continuing to reinforce the "international power" of the brand.


Let us lay the cards on the table and speak about some uncomfortable truths regarding multinational companies:

  1. Even though we operate in local contexts, we act according to brand positioning and global platforms. It is in local contexts that w

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands