The challenge is that this broad base of consumers are different, exhibit different behaviours and preferences, Godsman said. In order to meet such unique needs, it’s vital Coca-Cola engages with them in different ways. And that’s where digital helps. Godsman highlighted mobile, social, virtual reality as digitally fuelled technologies that are paving the way for new types of interactions, although he was quick to point out voice brings up a raft of fresh challenges as it removes brand, packaging and point-of-sale capabilities from a marketer’s arsenal.

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