Coca-Cola Byte was launched in Argentina.
Coca Cola step into the metaversea kind of digital universe is now colonized by gaming, but promises to open many doors to mass consumption.
Under this premise, Coca-Cola Byte was launched, a version of traditional soda with no sugar and with a hint of fruit, inspired by the digital world. “When it was designed, we asked ourselves what a pixel tastes like, the smallest unit in the universe of digital graphics,” said Javier Meza, Vice President of Marketing for Latin America at Coca.
This is the first launch of Coca-Cola Creations, a program that aims to connect with digital natives and plans to produce three or four new products a year.
Until a few years ago, Coca-Cola leads the ranking of brands preferred by the global public. But in recent years, it has given ground to digital giants. Now Apple, Amazon and Google are at the top of those rankings.
“The world is changing, it’s no surprise that Google is among the most important brands. In our case, we need to reintroduce the brand to new generations.we connect with music and the world of players, and thus create projects that include products and experiences, ”Meza said.
“The metaverse is an opportunity that opens up,” Meza details, with centennials on the horizon. “Because we don’t know how the metaverse will develop, we have to make a lot of bets to learn.”
Coca-Cola Byte is now available at kiosks, self-service stores and supermarkets in Argentina. As a limited edition, it will only go on sale for 60 days. “We want people to be left wanting more. In the coming months there will be other releases from Coca-Cola Creations, ”Meza said in a conversation with reporters in Buenos Aires.
Coca-Cola Byte was first launched in the metaverse, within the Fortnite game, and just a few weeks later was the colorful one that could hit the shelves. Explaining why they entered the metaverse, Meza said that “Leading brands need to start living technologyotherwise it is very difficult to imagine where it will go “.
In this landing in the digital world Transforming agency communications and marketing is key. Last year the company broke its alliance with McCann Erickson’s agency and went to WPP. “In 2022 in Latin America, advertising investment for the first time will be greater in digital media than in TV. It reached 55%”.
Meza said the pandemic was the reason for a major global reorganization. In that context reduced the number of brands. They have 400, but 98% of the business is concentrated at 200. “It’s a painful decision, but to grow companies need to focus on what’s most profitable.”
Today, the multinational company works around the world in a variety of categories that include traditional brands such as Fanta or Sprite, as well as juices, dairy products, mineral water, coffee, tea, and a line of low-alcohol content products.
“Latin America is the region that consumes the most Coca-Cola in the world. There is more and more space for sugar-free beverages. We are working to boost the consumption of these beverages. Today in Argentina 30% of Coca-Cola sales are sugar-free. In the United States they are 50%, “he detailed.
Among the company’s plans for Argentina are Expand the portfolio of low -alcohol beverages. So far they have been in this segment with Topo Chico, a hard seltzer, which has fewer calories and alcohol than a beer.
The next step is bring to the country the Schweppes line of alcoholic cocktailswhich is already sold in Brazil and combines soda with gin, vodka and aperol.
AQ
Source: Clarin
