Is Coke Zero eating diet Coke sales? No, says Tripodi. "There is some against diet drinks but that has come down. diet coke skews more female, while Zero is more men, which is why we have
three cola strategy in NA."
As for global advertising and marketing. "You need more central control, strong core creative idea, Again, the notion of freedom within framework. every
brand manager at every counry around the world doesn't have right to go produced ad for company. If an everyone goes off and does own thing there are very mixed results, but we do have an
enhanced collaboration."
What Coke does have is a "Charter Program", "so instead of having fifteen countries doing fifteen soccer ads, we say, 'Brazil, you do core creative idea and blow it
out. It comes to trust. when you trust, the agencies, the charter concept works. the collaborative model is turbo charger for any business system."