Hasta La Creative!

NEW YORK (AdAge.com) — As it expanded in China, a country whose consumers were not used to carbonated sugar-water drinks, Coca-Cola heavily pushed its Minute Maid orange juice brand. And five years later, it's selling more than a billion bottles a year and sales continue to increase by double digits despite the recession. Meanwhile, the brand's latest user-generated digital campaign has received more than a quarter million video and photo submissions in the first few weeks after it launched. Ad Age's Normandy Madden interviews Andres Kiger, Coke's senior director of marketing in China.