Case summary
Soft drinks are integral to Filipino life--from Sunday family lunches, to gatherings during national holidays--and competition among at least 12 soft drink brands in the Philippines is fierce.But the truth is, it’s barely a competition.
Introduced in the Philippines in 1912 when it was still an American colony, the country has been so Coca-Colonized that nocelebration would be complete without it. Across the 7,641 Philippine islands, Coca-Cola has become the generic name forsoda. You don’t go to your neighborhood convenience store and ask for “soft drink.” You ask for a “Coke.”
Owning only 10% of...