🌿 Coca-Cola – Defining the Future of Health & Wellness in LATAM

Client: Coca-Cola LATAM (via BAMM Global), 2022
Role: Cultural Strategist (Brazil Lead)
Services: Cultural Insight, Desk Research, Semiotic Analysis, Expert Outreach

The Challenge

Coca-Cola LATAM needed to understand the evolving landscape of health, wellness, and functionality across Brazil, Mexico, Colombia, and Argentina, specifically how these shifts were reshaping consumer expectations in the beverage space. The goal was to uncover dominant and emerging cultural territories to guide brand innovation, product development, and market positioning in an increasingly complex post-pandemic world.

Strategic Focus

As Brazil’s lead cultural strategist, I delivered a multi-layered understanding of the Brazilian health & wellness space drawing on socio-political context, cultural nuance, and semiotic cues to map consumer expectations and behaviours.
I contributed to:

• Desk research in Portuguese and English, highlighting trends from government policy to grassroots behaviours

• Semiotic analysis of packaging and brand communication, decoding how local drink brands signal functionality, naturalness, energy, and emotion

• Expert sourcing and interviewing, ensuring depth and authority in our cultural findings

• Collaborative synthesis sessions that turned insight into actionable frameworks and territory maps for brand teams

Impact

My work helped shape the cultural territories that would define Coca-Cola’s strategic approach to H&W innovation in LATAM grounding big brand decisions in the lived realities, emotional needs, and aesthetic codes of regional consumers. From sugar reduction and plant-based nutrition to mental wellbeing and ritual-based hydration, the research spotlighted opportunities for culturally relevant, future-proof beverage offerings.

Want to Ground Your Innovation in Culture?

As a cultural strategist, I help global brands decode local nuance. If you're looking to localise your product strategy, expand in emerging markets, or embed cultural intelligence into innovation and R&D, let’s talk.