To achieve this objective, they will bet on the democratization and transformation of their products, more inclusive, diverse and innovative, says the vice president of Marketing of Coca-Cola Mexico, Pedro Abbondanza, in an interview.
“It is a challenging year for all brands and industries, but I am optimistic about 2023, because, with everything and the geopolitical conflicts and inflation, I see a good evolution and we are on a path of growth.
“As a brand, I am very optimistic that we are more connected and with this platform [de Creations] I see a greater democratization to connect with the different tastes of our consumers”.
When talking about the new platform and the launch of the new Move drink, Abbondanza details that it is a product that has as its seal to be more inclusive of the tastes and demands of the public, in this case because it is a sugar-free soft drink.
Data from Yale University indicate that Mexico was the leader in soft drink consumption last year. On average, each person drank 163 liters a year, an amount 40% higher than that registered in the United States, which is second, with 118 liters.
For national finances, the consumption of flavored beverages, such as soft drinks, is reflected in the tax collection figures.
The IEPS that is charged to this type of product left income for the government of 34,000 million pesos, a figure that exceeded by more than 1,000 million what was expected to be obtained in 2022.
Statista, a statistics portal for market data, states that Coca Cola is the dominant brand in the Mexican market and is the favorite soft drink (regular version, above all, but also sugar-free and light versions) at the family table.
Pedro Abbondanza recognizes the transformation of the market, not only the Mexican one, which is why part of its strategy and DNA begins to be governed more by the diversity and cultures of the people with whom they connect.
“We are a very democratic brand. We celebrate with all this diversity, that is part of our history and as industry leaders”.
He anticipates that during this year Coca Cola will reveal other editions of Creations with the same philosophy and with the same intention of connecting with new generations, betting on innovation and with new collaborations.