coca-cola's giluke: continuous innovation is the secret formula for coca-cola's everlasting vitality
2024-08-29
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the 2024 shanghai international advertising festival kicked off on august 28. with the theme of "promoting intelligence and new quality", this year's advertising festival consists of four sections: conference, exhibition, competition and festival. it focuses on the digital process of "creativity + technology" and jointly discusses how the advertising industry can achieve a leap in new quality productivity and promote the industry to extend to the high end of the value chain.
the opening ceremony was attended by zhuang mudi, deputy secretary general of shanghai municipal government, gu baozhong, market inspector of the advertising supervision department of the state administration for market regulation, zhang guohua, president of china advertising association, peng wenhao, deputy director of the municipal market supervision bureau, and jiang dongdong, secretary of putuo district committee. industry experts and business leaders from more than 20 countries around the world, including the united kingdom, the united states, france, thailand, singapore, and australia, led by gilkes, president of coca-cola greater china and mongolia, and sir martin sorrell, founder and executive chairman of s4 capital, participated in the activities of this advertising festival, bringing the world's leading digital advertising development achievements and new trends, and discussing new opportunities for the development of the chinese market under the global perspective.
ji luke, president of coca-cola greater china and mongolia, delivered a speech at the opening ceremony
giluk, president of coca-cola greater china and mongolia, was invited to deliver a speech at the opening ceremony, demonstrating the international brand's confidence in the chinese market.
"the theme of this conference, 'promoting intelligence and new quality', perfectly interprets the secret of success in the advertising industry. continuous innovation is the unremitting pursuit of coca-cola company. innovation is our brand gene, the secret formula that has kept coca-cola vibrant throughout its 138 years of development, and the source of our motivation to bring refreshing experiences and positive changes to the world." said giluk.
it is reported that giluke previously served as the global president of the mcdonald's business of the coca-cola company. during his service in the mcdonald's business, mr. giluke led the global team to effectively promote the growth of the coca-cola business in more than 100 markets and nearly 38,000 mcdonald's restaurants.
when it comes to innovation, giluke said that coca-cola company has always adhered to three major innovation principles, namely, being consumer-centric, embracing new technologies and innovating in a reasonable way.
among them, being consumer-oriented is the core principle of coca-cola. "since returning to mainland china in 1979, we have been upgrading and innovating the ways and platforms to interact with consumers, ensuring that we fully understand consumer preferences and provide drinks suitable for various occasions based on changing consumer needs," said giluk.
coca-cola launches the theme campaign "embrace this moment, let's win together"
it is reported that during the just-concluded 2024 paris olympics, coca-cola launched the theme event "embrace this moment, let's win together", inviting consumers to pay tribute to the beautiful emotional connection and resonance between people through the simple "hug", which can be a hug between athletes or a hug between spectators and family and friends. the inspiration of the event comes from consumers' desire to cross nationality, culture and generational differences, get closer to each other, and respect differences.
when it comes to embracing new technologies to drive innovation, coca-cola has also been working hard. "as one of the first companies in the fast-moving consumer goods industry to embrace artificial intelligence, we are committed to being at the forefront of ai applications. with the help of generative ai, a new technology, we interact with consumers through innovative marketing activities." according to giluk, in 2023, coca-cola, led and coordinated by the chinese team, launched the first sugar-free [coca-cola] "next 3000" co-created by human wisdom and ai in the global market. this product that pays tribute to the future symbolizes a future in which people and technology are more closely connected.
"as the forefront of the development of china's advertising industry, shanghai has unparalleled creativity and a friendly business environment, and continues to promote innovation. we admire shanghai's ambition to become the 'international digital advertising capital' and look forward to contributing our strength to the early realization of this vision," said giluk.
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