May
01
Coke Launches Socially Responsible Water Brand in China
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The brand is targeting Chinese millennials because they’re more vocal about social and environmental issues than previous generations, Mr. Thakar said.
They’re “proud of being part of solving social issues — they may not be very active, maybe not going out and planting trees and hugging trees and those kinds of things, but they see pollution and other issues and immediately chat about them on Weibo,” he said.
The brand will also involve a wearable tech component in several months, but Coke is keeping quiet on details for now.
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