Customer co-creation: Coca-Cola’s innovation in Southeast Asia

Coca-Cola, the global beverages giant, tapped co-creation with customers to drives its product innovation in Southeast Asia.

It’s not easy to be a big brand as the world changes around it, according to Andrea Bracho Poirier, manager of marketing and commercial insights at Coca-Cola in South East Asia.

“Brands – and certainly big companies – we are struggling a lot in the last couple of years,” said Poirier at the QUAL360 APAC conference in Singapore.

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