Consumers In Control: Whose Coke Is It Anyway

Grant MacCracken has a very insightful response to Coke’s move to stop Americans drinking Coke produced in Mexico.

Sometimes the world comes to a brand’s rescue. And it is hard not to think that this is precisely what has happened with Mexican Coke. Here are consumers who have, for their own reasons, found a way to restore the brand to “real thing” status. Hey, presto. The brand rebounds. Or could for at least one segment.

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