“Turkey has assumed a key role in our growth”

Coca Cola has launched a new campaign this year. Turkey was chosen for the launch of this first global campaign of the 21st century. Vice President Marc Mathieu explains the reasons for this choice as follows: “Turkey has a key location in terms of our growth. It ranks sixth in the contribution it makes to the growth of our organization.”

42 years ago Coca-Cola came to Turkey with the slogan “World-famous Coca-Cola now in our country”. Today Turkey is ranked as the sixth most important country in the growth plans of the most valuable brand in the world. The company is pleased with its performance in Turkey and has chosen the country for the international launch of its first global campaign of the 21st century.

The concept of Coca-Cola’s new campaign “The Coca-Cola Side of Life” has been translated into Turkish. The company is attaching great importance to this global campaign which actually marks the beginning of a new era for Coca-Cola. The company always looking at everything in a positive manner and this positive outlook is reflected in its product portfolio. Products such as fruit juice and water, which are perceived positively from the perspective a good lifestyle, are accounting for an increasing large proportion of its portfolio.

We spoke with Coca-Cola Vice President Marc Mathieu about the new global campaign, the company’s performance in the sector and its future targets.

* The new advertising film uses colours which recall the 1970s. Is Coca Cola being reborn?
Yes The advertising film is very colourful but it was not designed to bring to evoke a specific period. Colours have always been an important part of our brand. This is the biggest global campaign launched by the Coca-Cola brand since 2000

* You have chosen Turkey for the first launch outside the USA. Why Turkey?
Turkey is one of our most important key markets in terms of growth. It is a very interesting place, particularly as it is a meeting point for continents. There is a synthesis of east and west here, not just geographically but in a real sense. We believe that as a country you have a positive structure. Looking from the outside you are perceived positively.

From our perspective, this country offers several advantages both culturally and in terms of its general atmosphere. All of these reasons are sufficient for us to choose Turkey for our global campaign. But our team in Turkey also played a role in our decision. Working with such a team really is a wonderful opportunity. As a team they are creative and innovative. Coca-Cola Turkey has one of our strongest teams in the world.

* What are your expectations from this campaign?
This campaign is special in that it is the first global campaign of the 21st century. Coca-Cola has always been one of the most successful brands when it comes to creating its own field. But today the world has many differences and new opportunities. As a result, we allow these differences to come to the fore. For example, our Coca-Cola Side of Life campaign allows consumers from various countries to ceate their own relationship with Coca-Cola in their own way. The aim of this campaign is for us to be able to place ourselves in a very strategic position globally. The Coca-Cola brand is recognised by 94 percent of the world’s population and targets people of every age and from every country. We think that this new campaign will strengthen the bond people have with the brand.

Nilüfer Gözütok
ngozutok@capital.com.tr