Coca-Cola Evolves to Meet Changing Consumer Habits

Coca-Cola's senior category marketing director, Cesar Gangoso, says that staying relevant in today's rapidly changing consumer landscape is not about reinvention but evolution. The brand has been part of people's lives for over 140 years and has a strong foundation in local communities across ASEAN and the South Pacific.

Gangoso believes that choice is a key driver of growth, allowing the brand to unlock new consumption moments without diluting its iconic status. He cites Coca-Cola Zero Sugar as an example, created to cater to consumers' evolving lifestyles.

The brand engages with culture through initiatives like Coke Studio, which brings together artists and audiences across cultures and communities. Even annual calendar moments like Christmas can be reimagined, such as the SoundOfHome.FM initiative in Australia, which responded to overseas Filipino workers' experience of spending Christmas away from their families.

Gangoso emphasizes that brand loyalty is still powerful but more conditional today, requiring brands to continually earn consumers' trust by delivering on taste, quality, and emotional resonance. He believes that giving consumers more choices can strengthen the relationship between the brand and consumer.