Coca-Cola’s ‘brand experience’ mindset in South East Asia

Coca-Cola is adopting a ‘brand experiences’ mindset to its marketing in South East Asian markets including Singapore and Thailand.

Fizzy drinks may be its forte, but it turns out that one of the latest creations to come out of the world’s largest beverage company is not even drinkable.

“We have created something called ‘integrated brand experience’ (IBX) thinking,” said Pratik Thakar, the Coca-Cola Company’s integrated marketing communication head and director for South East Asia, at the recent All That Matters conference in Singapore.

“We know that the world has changed. Everything is digital, so integrated marketing communications also needs to change to lead and operate in the experience age.”

Changing its mindset in line with how consumers’ lives have...

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