The departure from Russia occurs after the brand was criticized, along with Pepsi, for maintaining operations in that country.
The punishment by brands of Russia is a very delicate phenomenon, because it limits the consumer’s right to exercise their decisions in stores and on products, regardless of the political position in the country where they are located.
Coca-Cola is the most valuable brand in the beverage market and its departure from Russia is an important precedent that we cannot fail to see.
Coca Cola has made it known that it is breaking off business relations with Russiaso the leading brand in the beverage industry comes from a country that has earned international criticism for intervening in the war in Ukraine.
The American brand is one of the most powerful companies in the world and its ability to innovate has been strongly based on its dominance in retail, where its complete catalog of beverages has grown with all kinds of products that include everything from milk to alcoholic beverages. .
With its decision, this company, which is one of the most powerful in the world, joins the decision of other companies such as McDonald’s or Starbucks that have also suspended business in this country.
Coca-Cola’s capacity has led this brand to make decisions of international magnitude, since it is impossible not to talk about its decision to leave Russia, after the strong criticism it faced for maintaining operations in this country, which prompted the hashtags #BoycottCocaCola, #BoycottPepsi and #BoycottMcDonalds.
With this in mind, a very important challenge remains and it is the one that has to do with the opportunity that brands have in managing to scale their activism with the consumer.
The decision, explains the brand, is because the hearts of those who collaborate in Coca-Cola are with the people facing the effects of the tragic series of events in Ukraine, so the brand said it would continue to monitor how the situation evolves and the circumstances.