Through market research, Coca-Cola found out that unlike US, Brazilian consumers

prefer a large product mix, including carbonates, bottle water, tea, juices, and energy drink.
Carbonate drinks are 41.8% of soft-drink market, then Guaran, 23.9%, and orange 11.4%.
More specifically, children and teenagers ages to mostly consume carbonated, but as they get
older, the consumption decreases until it is outrun by tea and juice consumption for the group of
age 40+.
Coca-cola thus creates culturalized flavors such as Kuat! an energy drink made from
Guaran a red berry fruit with sweet flavor and high caffeine content. The drink was so
profitable that Coca Cola started launching it in US since 2003, though the drink didnt succeed
in the US market. Other unique flavors are Schweppes a ginger-flavored carbonated drink
originated in Switzerland and became popular in Brazil. Kapo is a brand of canned juice with
tropical flavors.
To become market leader in these sections, Coca Cola acquires other small firms. It
acquired Panamerican Beverages a top producer of various soft drink product lines in May
2003, Sucos Mais - a leading producer of juices, energy drinks and soy-based drinks in 2005.
It purchased juice producer Jugos del Valle in November, 2007, and the tea maker Leo Junior
in 2008. Besides from these large companies, it also purchased many other smaller firms. Coca
Cola market value increased by 35% accordingly.
Regarding marketing efforts, in 2010, Coca-Cola created a talk-show advertisement
series, in which real people soccer fanatics and players explain the role of soccer in their life.
The advertisements are mostly narrations with simple, festival-like scenes. Without any special
visual effects, it captured the audience by implicitly linking Coca-cola sport sponsorship to the 2
core cultural values of Brazilians: their love for soccer, and the significance of families as the
primary social units.
In 2013, to honor to FIFA Confederations Cup, Coca-Cola launched an advertisement
campaign called Vamos Juntos Colorir el Brazil. In addition to the traditional color red and
white, the cans are designed with 1 of these 3 colors: blue, yellow, green. Coca-Cola also invited
famous artists to paint the streets of big cities across Brazilian with the 3 colors yellow, blue and
green the color of the Brazilian flags. Brazil is one of the first nations to have its flag colors

demonstrated on soft drink cans. The purpose of the campaign is to not only enlighten the spirit
of Brazilian soccer players, but also decorate the city to welcome worldwide visitors and players.
In 2012, Coca-Cola invited Tio dos Santos to present his life story in an
advertisement. Tio is the president of ACAMJG (the Association of Recycling Pickers of
Jardim Gramacho). He has collected recycle materials from garbage sites for 22 years. His
portrait was sold for 28,000 (US$43,000) at a London auction in 2009. Waste Land- a movie
in which he was featured - was nominated in the Best Documentary category, 2011 Oscars in Los
Angeles, California. He was also chosen to carry the Olympics torch in 2012. To further
demonstrate its sustainability effort, Coca Cola launched Del Valle Mais Laranja Caseira Light:
the first low-calorie nectar in Brazil, contains stevia - a natural sweetener. It also opened the first
Latin Americas green factory, in the town of Fazenda Rio Grande in the state of Parana. The
plant will produce a wide range of products but will focus on a dried tea product called matte