MEXICO CITY – The Coca-Cola Co. celebrated 90 years of operations in Mexico with an event in the capital at which executives rolled out the new “One Brand” global marketing strategy, unveiling the designs for the bottles to be used around the world.
“We’re presenting the new one brand strategy and the new ‘Siente el Sabor’ (Taste the Feeling) campaign. We’re going to see the graphical Coca-Cola logos in Mexico for the first time,” chief marketing officer Marcos de Quinto said during the event on Monday at Mexico City’s Antiguo Colegio de San Ildefonso.
Atlanta-based Coca-Cola is adopting the one brand strategy in response to the need to bolster its image and corporate commitment to reduce sugar consumption, De Quinto said.
The new labels will promote brand unity, with all bottles bearing the red circle and Spencerian script identified with Coca-Cola, which was created in 1886.
Coca-Cola employs more than 90,000 people directly and accounts for an estimated 1.7 million indirect jobs in Mexico.
Mexico has the highest per capita Coca-Cola consumption in the world.