Ad Director, Coca-Cola On The Benefits Of Uncertainty [Cannes]

Ad Director, Coca-Cola On The Benefits Of Uncertainty [Cannes]

Guido Rosales discusses how it is necessary to take risks by creating adventurous campaigns across diverse channels in unrealized markets.

Carib Guerra
  • 23 june 2012


Guido Rosales understands that establishing a successful bond between a brand and consumers takes flexibility. As Director of Latin America Advertising Strategy for the Coca-Cola, he has experimented across multiple channels in the face of social and economic crises but so far has managed to deliver a positive message to the brand’s Latin American audience. As part of our coverage on this year’s Cannes Lions Festival, PSFK spoke with Guido Rosales on why innovation is synonymous with learning from past mistakes.

You’re back at Cannes, Guido. How do you think the industry has changed over the last 12 months?

The world is continuing to morph into a new social environmental system. The whole industry is re-thinking the way we create resonance and relevance for our brands. The industry is evolving and continuously adapting itself to the different factors that are impacting our environment, from technology to market and resource uncertainties.

Technology, as you know, is changing fast. Mobile innovation is leap-frogging computers, and smartphones and tablets penetrations are growing year over year. The digital experiences of gaming, TV and social interaction, and the retail/shopper experience are surprising us every day.

The Market uncertainties are strongly influenced by the younger generations (Generation Y and the upcoming Generation Z) that are changing standard consumption habits. They are born digital, with a digital brain. They are creating a new language via technology, and if you don´t speak the same language, you are out. They are in search of new experiences, and they want to take action. They are not as passive as the previous generations.

Competition is coming from everywhere; it’s not only the brand that is in your category. All brands are competing for share of attention in order to build an emotional bond with people.

Consumers have more information and have more choices of products and services.

Our customers require more customization and differentiation than ever. Partnerships and alliances are rising all over the world.

The Resource uncertainty is coming from new talent inside organizations, new and different skills, and new ways of motivating our employees. Organizations must take a more holistic approach, implementing new structures that are more flexible and adaptable to the new environment.

Those who are adapting faster to these changes are the ones that are leading the industry.

What recent marketing from Coca-Cola Latin America illustrates how your work is evolving?

I think our Streaming and Innovation Lab projects are the ones that best illustrate how we are evolving and adapting to the new environment.

With Streaming we want to revolutionize our approach to marketing, making it more social, desirable and democratic. It should be relevant to people without interrupting what they are interested in.  We want to create a unique experience, distributing compelling and amazing content and generating social conversation among our consumers. Streaming is our proprietary communication network where we deliver branded content.

Under Project Streaming we have launched Coke.FM and Coke.TV

Coke.FM is our digital radio, where we are going beyond a traditional Internet Radio Station turning Coke.FM into an audio and keyboard experience for the audience. It’s a place where teens can express themselves. We have an online player with premium programming, and everything is connected to social networks like Facebook and Twitter. In some cases, as in Mexico, we even have our own studio.

The average listening duration is around 15:25 minutes connection per user.

Coke.TV is our own Digital TV Channel. It’s a new way of reaching the youth market, offering a unique social and entertaining experience. It’s a proprietary streaming system that broadcasts high quality video across social networks (Facebook, YouTube, etc.) and screens.

Our challenge is to deliver one drop of content that needs to be social, liquid, impactful, and universal, with a positive message that spreads the drop of happiness to our audience.

So far we have great results, exemplified by last month’s streaming live broadcast of the Paul McCartney concert at El Zocalo in Mexico City. The streaming drew more than 1.4 millon visits, with people spending more than 23 minutes on our channel.

Last but not least is the Innovation Lab. This is a process that we began testing two years ago, where we push our key partners (creative agencies, production houses and digital agencies) to bring us new ways of building consumer experiences. The idea here is to develop unconventional ideas that can amplify our brand storytelling in a compelling and unique way, often outside the confines of a creative brief.

It’s a trial and error process. We can fail, we know, but at the end we are learning  and evolving our way of doing marketing.

What aspects of marketing do you think Latin American marketers are leading the way in? 

I think innovation and flexibility. And I think this is because of the expertise that we gained as the result of the many difficulties that we have confronted in the past: social economic crises, consumption downfalls, market instability, etc. In order to survive we started doing more with less. We developed an instinct that enables us to see positive opportunities even during moments of crisis. We have adapted quickly to fluctuating markets conditions, and we brought creative solutions to an adverse environment.

Thanks Guido!

Cannes Lions International Festival of Creativity



Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology october 21, 2016

Concept Camera Designed To Only Take Unique Photos

Camera Restricta is tool that prompts photographers to only capture one-of-a-kind images

Design & Architecture october 21, 2016

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online


Get PSFK's Related Report: Future of Automotive

See All
Retail october 21, 2016

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry

Related Expert

Deena Varshavskaya

Retail, Mobile, Social

Travel october 21, 2016

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment october 21, 2016

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI october 21, 2016

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 20, 2016

Wearable Tech Expert: Designing Technology To Empower Connection To Ourselves

Billie Whitehouse, Founder of Wearable Experiments, shares her new vision for the quantified self

PSFK Labs october 21, 2016

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Millennials october 21, 2016

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food october 21, 2016

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising october 21, 2016

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Work october 21, 2016

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

Retail october 21, 2016

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children october 21, 2016

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants october 21, 2016

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology october 21, 2016

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

No search results found.