Coca-Cola's Marketing Transformation Journey in India

Coca-Cola's Global Chief Marketing Officer, Manolo Arroyo, visited India to reconnect with the marketing team and bottling partners and learn about the latest developments. The company is shifting its marketing strategies by embracing digital and experiential marketing approaches. They are adapting to the changing media landscape and catering to the attention spans of Gen Z consumers who have a faster scrolling speed but deep engagement with preferred content. Coca-Cola aims to keep its brand value by focusing on consumer needs, offering diversified beverages that cater to different moments and preferences. They have also partnered with OpenAI to enhance their marketing efforts.