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.

“…The world is changing. Consumers are changing. It is very difficult to keep (and) to hold people’s attention,” she said.

Poirier leads the qualification of innovation and development for Coca-Cola’s products in the tea and juice category in the...

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