In a country where many prefer their beverages warm,
Coke is trying "to teach consumers how to drink Coke and how to love Coke" that is being served in a giant pavilion downtown at precisely 37.4 degrees, according to Joseph Tripodi, Coke's chief
marketing and commercial officer. Bill Pecoriello, a Morgan Stanley analyst, pegs Coke's volume growth in China at roughly 17% this year. That's slightly slower than last year, after disruption from
the earthquake upset sales, but it's still a hefty clip given the size of the market.
In an early coup last year, Coke signed an endorsement deal with basketball star Yao Ming, China's most famous athlete, who for years had represented PepsiCo. Since this spring, the brand's Chinese ad anthem, "Red Around the World," has become a popular tune -- even at some Olympic events.
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