In Latin America, the brand that leads the ranking is Coca-Cola. In addition to being the most chosen brand in 8 of the 14 countries of the region. 42% of Coca-Cola’s CRPs are generated in the region due to the fact it has more shoppers, 87.4% (42.1% worldwide); and is purchased more often (24.8 times vs. 12.3 globally).
Throughout the world, for this multinational company it is very relevant to become more sustainable, so New Needs are relevant for all regions. “World without waste” is a global campaign and we could see different activations in Latin America. A litter-free world is possible, and this idea moves Coca-Cola in several countries.
The Coca-Cola Company has promised to collect and recycle the equivalent of 100 percent of its packaging worldwide, and manufacture its bottles using at least 50 percent recycled plastic by 2030.
They also know they must try to educate people to reach this goal, to benefit the planet. They have already launched the first bottle made from waste from Mediterranean beaches. It also has innovations in several countries, such as Coca-Cola with Coffee, launched in 2019, also in New Moments – searching occasions when you need to wake up. It is not another category – it is a soda, but with benefits from the coffee world.
Innovation is very important for the company, focusing on the consumer. More empathy in their advertisements is shown in campaigns in Argentina and Mexico, for example. Always centring on people, not on the product itself. And in the lockdown, it is getting near people, with free shipping.
Argentina Coca-Cola is the second Most Chosen Brand in Argentina. “World without waste” was also launched in Argentina with TV Spots, Radio and Social Media, as well as other digital initiatives, which promote the 1-liter returnable format. At the same time, it is promoting #Returntoorigin, another campaign where it rescues, through various audio-visual pieces broadcast on networks, the concept of our ancestors’ wisdom regarding the value, education, and care of water. Actions that are consistent and focused on living in a better world. Another kind of action taken in Argentina is, for example, Game Show “Coca-Cola For Me” – with New Targets, in this case, gamers.
Bolivia In 2019, one of the brand’s focuses was to boost use of reusable bottles to reduce the carbon footprint. Bolivia is at the top of Penetration and Frequency for Coca-Cola in the world. It wins 2% of Consumer Reach Points and is second in the ranking.
Brazil Coca-Cola, the largest global soft drink brand, owned by Companhia Coca-Cola, is the leader in the ranking of mass consumption products (FMCG).
Coca-cola is chosen by Brazilians 507 million times in 2019 (+4% versus 2018). Last year, it acquired +560 million new home buyers, reaching 85.1% penetration. It is first place and growing in CRPs 4%, driven by new shoppers.
With strong presence on social media, the company developed partnerships with influencers, as well as with Netflix and Disney to launch personalized cans of series and films. It also supported the broadcast of the FIFA Women's Cup, launched challenges with FitDance and promotions such as #RecebidosCocaCola and #CocaColaRetornável, which awarded several prizes. The #MaisJuntos Christmas campaign was promoted by the popular TV Globo broadcaster, with the participation of famous presenters and a program developed exclusively for the brand that aired on December 25th.
Colombia
In Colombia, Coca-Cola seeks to reduce the use of materials to generate less trash. For this reason, it promotes returnable packaging, through the 'Let's live more returnable' campaign, which is part of a global initiative to have a world without waste. It ranks #3 in Colombia.
Chile
Coca-Cola comes first in Chile, and Chile is one of the top countries where the most households buy it, with the highest number of shopping trips. New targets such as gamers are also important to the brand. The campaign League of Legends, earning game points, was the most effective ad campaign of the year, with an Effie Award. The current campaigns focus on being different, preferring the reusable bottle.
Ecuador
In this country, Coca-Cola grew 10% in CRPs due to more shopping trips. Sustainability is also relevant for the company in Ecuador. Their goal is, in the next 4 years, that 40% of their products should be delivered in returnable packages. Another goal that they could reach at the same time is to lift the economy of small shopkeepers with a significant increase in the margin of profits, boosting their business.
Mexico
The country that contributes the most Consumer Reach Points to the brand in the world. In all editions, Mexico has come in first.
One campaign Coca-Cola launched was “Juntos” (Together), where the brand reminds of how friendly Mexicans could be. As in the other Latam countries, another important campaign is for the comeback of reusable bottles, where it is not only seen as good for the planet; it is also friendly to the pocket, as an affordable option to shoppers.
Peru
Peru is the only country in Latam where the brand is not in the top 10 (ranking 11), but is also growing, climbing 5 positions in the ranking this year by winning consumer choices.
One of the levers driving this growth is More Moments of consumption, through the launch of a virtual pack, which enabled combining flavours of the soft drink in a family / 3-liter presentation. They also promoted returnable formats of their 1- and 1.5-liter presentations, and sponsored the CONMEBOL America Cup, during which there was greater in-home consumption.
