In Focus | Branding During the Pandemic

Our values haven’t changed during the coronavirus pandemic, says Javier Meza, Global Chief Marketing Officer of Sparkling at The Coca Cola Company. If anything, they’ve become stronger and qualities like solidarity, resiliency, hope, and optimism are more important than ever. What has changed is our mindset. “We see a consumer who is more focused on safety,” Meza says, “who is not wanting to take risks, who is looking for solutions they know and can trust.” Here, Meza talks with Angelica Rodriguez and Veronica Villanueva, students in the Master’s in Integrated Marketing Communications program, about connecting with consumers—and even inspiring them—during this challenging time.

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