the New flavours, packaging and varied and many events. This is what the major soft drink brands are doing to maintain this in head — and palate — of the consumers. The strategy aims to attempt to dribble the fall of 4% in consumption this year (between January and August) compared to the same period last year, according to the Brazilian Association of soft Drinks manufacturers (Abir).
The Coca-Cola company, market leader in Brazil, appears for the third consecutive year as the brand most remembered by locals in the category of soft drinks. The sponsor of the Olympics, invested in key issues with the packaging old, changed their cans of red color to golden, in allusion to the gold medals, and also launched a version with 50% less sugar, keeping an eye on the consumers healthier. And the brand wants more: in the next year, promises more news to celebrate its 75-year presence in the brazilian market.
— We will have many new features. Our mission is to meet the different needs of customers and to look for alternatives, either with the packaging or variants, ” says Florian Haensch, chief Marketing officer of the Coca-Cola brand.
The Guarana Antarctica, of Ambev, is in the second position. After releasing versions like Guarana Black, with the flavor of fruits from the Amazon, and a version zero calories, the brand bet on sports, such as surfing, as one of its major platforms of communication.
— surfing closer to the mark of the city. We take to the sands of the Bar of the House Guaraná Antarctica, which has become a meeting point for fans of surfing during the rio portion of the World Surf League. For 2017, we have plans to expand operations in the city with initiatives that aim to bring us closer to consumers through the surf, says José Freitas, Marketing manager of Guarana.
Pepsi, distributed by Ambev, was in third place. Daniel Silber, manager of brand Marketing, says the rerelease of Pepsi Twist, which counts with the participation of the singer Anitta, who has dubbed one of the lemons that are used as characters:
— The River is one of the squares most important to Pepsi in the whole of Brazil, and, over the years, we are investing in a number of fronts to strengthen our relationship with consumers”). In the past year, we participated in the 30 years of Rock in Rio.
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