“For Coca-Cola, the packaging has been key in creating the identity of the brand”


CATEGORY: Interviews with consumer brands BRAND: Coca-Cola

Interview with José Carlos Cruz, Customer & Commercial Director of Coca-Cola Iberia.


There is no place for doubt: if there is a company in the world that has managed to place themselves in the imaginary global collective as the most popular, recognised, admired, influential and replicated drinks brand in history… Correct! We’re talking about Coca-Cola. It couldn’t be imagined when, in 1886, pharmacist John Pemberton invented the iconic drink in Atlanta -initially as a stimulating and invigorating product- more than 130 years later it would be one of the most valuable and beloved brands in the world. What more can we add about The Coca-Cola Company? Let’s talk about one aspect that they have always taken very seriously: the image of their products.


Francisco Montoro


INFOPACK: Coca-Cola defines itself as a total drinks company.

JOSÉ CARLOS CRUZ: Effectively, here at Coca-Cola in Spain, we are working day by day to become a total drinks company, which implies having a drink for every type of consumer, for every need and every moment of the day. Currently, the range of Coca-Coca drinks in Spain is made up of a total of 18 brands and more than 100 environmentally friendly products which range from carbonated and still soft drinks, to juices and nectars, drinks for athletes, water, vegetable drinks and teas and coffees which are ready to drink.

In particular, and for the Coca-Cola brand, innovation is in...READING MORE

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