Rosales, currently integrated marketing and communications director for the soft drinks business in Latin America, will take on the same role in Europe from I July.
Speaking at the Cannes Lions Festival of creativity today (19 June), Rosales said he wants the company to pursue ‘positive human values’ and provide its brands with a social purpose.
Rosales added: “Europe will learn a fresh point of view. [The financial crisis in] Europe has seen some governments losing credibility and teens start getting affected [by that, thinking] that maybe there will be an uncertain future. The positive human traits are diluted.”
The company has previously applied its ethic of ‘Work that matters,’ for positive change in Latin America with its ‘random acts of kindness’ video, he said where people are caught on security cameras doing good things for each other. Rosales said Europe can expect to see this strategy applied next year.
Also talking at Cannes, Coca-Cola’s vice president of global connections Ivan Pollard said that brands must have a social purpose, which is shared with consumers. “Brands must behave differently in the world and they must be and do before they have the right to say.”
Pollard gave the example of a Coke initiative in Brazil which gives people a livelihood from collecting bottles and cans for recycling.