2. Forward-Looking Statements
This presentation may contain statements, estimates or projections that constitute “forward-looking statements” as defined under U.S. federal
securities laws. Generally, the words “believe,” “expect,” “intend,” “estimate,” “anticipate,” “project,” “will” and similar expressions identify forward-
looking statements, which generally are not historical in nature. Forward-looking statements are subject to certain risks and uncertainties that could
cause actual results to differ materially from The Coca-Cola Company’s historical experience and our present expectations or projections. These risks
include, but are not limited to, obesity and other health concerns; scarcity and quality of water; changes in the nonalcoholic beverages business
environment, including changes in consumer preferences based on health and nutrition considerations and obesity concerns; shifting consumer tastes
and needs, changes in lifestyles and competitive product and pricing pressures; impact of the global credit crisis on our liquidity and financial
performance; our ability to expand our operations in developing and emerging markets; foreign currency exchange rate fluctuations; increases in
interest rates; our ability to maintain good relationships with our bottling partners; the financial condition of our bottling partners; our ability and the
ability of our bottling partners to maintain good labor relations, including the ability to renew collective bargaining agreements on satisfactory terms
and avoid strikes, work stoppages or labor unrest; increase in the cost, disruption of supply or shortage of energy; increase in cost, disruption of
supply or shortage of ingredients or packaging materials; changes in laws and regulations relating to beverage containers and packaging, including
container deposit, recycling, eco-tax and/or product stewardship laws or regulations; adoption of significant additional labeling or warning
requirements; unfavorable general economic conditions in the United States or other major markets; unfavorable economic and political conditions in
international markets, including civil unrest and product boycotts; changes in commercial or market practices and business model within the European
Union; litigation uncertainties; adverse weather conditions; our ability to maintain brand image and corporate reputation as well as other product issues
such as product recalls; changes in legal and regulatory environments; changes in accounting standards and taxation requirements; our ability to
achieve overall long-term goals; our ability to protect our information systems; additional impairment charges; our ability to successfully manage
Company-owned bottling operations; the impact of climate change on our business; global or regional catastrophic events; and other risks discussed
in our Company’s filings with the Securities and Exchange Commission (SEC), including our Annual Report on Form 10-K, which filings are available
from the SEC. You should not place undue reliance on forward-looking statements, which speak only as of the date they are made.
The Coca-Cola Company undertakes no obligation to publicly update or revise any forward-looking statements.
Reconciliation To US GAAP Financial Information
The following presentation includes certain “non-GAAP financial measures” as defined in Regulation G under the Securities Exchange Act of 1934.
A schedule is posted on the Company’s website at thecoca-colacompany.com (in the “investors” section) which reconciles the non-GAAP financial
measures included in the following presentation to the most directly comparable financial measures calculated and presented in accordance with
Generally Accepted Accounting Principles.
4. 1. Creating An Engaging Dialogue With People…
Coca-Cola in Latin America
Favorite Brand 44%
(+ 2 points vs year ago)
Volume Share 50%
(+ 1 point vs year ago)
Source – Brand Coca-Cola Volume Share Nielsen 2009 August YTD Sparkling Category.-- Average Mexico, Brazil, Argentina and Colombia.
5. …Capturing Their Hearts At Every Occasion,
Every Single Time, All Year Round…
Coca-Cola and Meals Coca-Cola TV Online Channel
Top 10% across all ads 2nd online video channel in Mexico
Coca-Cola and Teens Coca-Cola Key Occasions
Top 5% across all ads Christmas Top 10% across all ads
6.
7. …Sharing Their Passions
Copa Coca-Cola
The largest inter-schools football tournament
(5,000 teams & 100,000 participants)
Over 12 years of success and recognition
FIFA World Cup
Six months of full mix activation during 2009
It includes TVC, Music, Promotions, Torch Bearers, Customer programs
Exclusive Sparkling Beverage Sponsor
Trophy Tour Activation
Covering 8 main countries in Latin America as single sponsor
Brazil and Mexico activating Historical Matches with largest Music Event
Massive TV, radio and newspapers coverage
8. 2. Fostering Mutual Trust & Respect With Partners
More than 60 Bottling Partners
With system revenue of over $16 Bn
(13%, 3 year CAGR)
WORKING AS ONE TEAM
9. 3. Ensuring We Are Always There
Reaching More Than 3.3 MM Retailers
with our direct distribution system
Mexico Colombia
1,200,000 400,000
Peru Brazil
260,000 1,000,000
Chile Argentina
260,000 235,000
10. …For Everyone…
Mexico
Coca-Cola TM Volume*
1.4 Bn
+ 3.5% vs Year Ago
Coca-Cola TM Share**
58.1%
+ 0.7 Pts vs Year Ago
*Mexico 2009 September YTD Unit Case Volume; ** Mexico 2009 September YTD Nielsen Share
11. …When They Need Us, How They Want Us
NRT & RT
Non-Returnable
(recyclable)
Size 450 ml 500 ml 700 ml 1 lt 1.5 lt 2 lt 2.5 lt 3 lt
Price 5 6 7.5 10 11 15.5 18 20
Prices
Sizes
Returnable
Size 1.5 lt 2 lt 2.5 lt
Price 10 13 14.5
Non-Returnable
Materials
Systems
(recyclable)
Size 200 ml 250 ml 330 ml 450 ml 1 lt
Price 3.5 4.5 5.5 7.5 8
Returnable
Size 200 ml 250 ml 500 ml 700 ml
Price 3 4 5 6
Non-Returnable
All pack
All pack
All pack
All pack
(recyclable)
Size 237ml 350 ml
Price 4 6
Note: All prices are in Mexican Pesos; NRT: Non-Returnable; RT: Returnable
12. 4. With Unwavering Commitment To Our
Communities
Over 200
Community
Programs
Highest Standards
In Recycling And
Returnable Packs
Community Water
Partnerships
13. …Keeping People Aware Of Our Actions And Plans
TV Commercial Red Truck Latin America Website
Integrated Communication Plan with Web Based Unified Platform
Modular TV Commercial Including Key with Over 150 Proof Points to Engage
Proof Points Main Audiences Across Latin America
14. …Generating Engagement, Trust And Support
In Our Company
Corporate Reputation Scores – Latin America 2009
(Rankings* among top companies in the region)
Advocacy #1
Trust #1
Favorability #2
Familiarity #2
* Proprietary Global Reputation Survey conducted by IPSOS in Q1 2009
15. 5. The Conviction That The Best Is Yet To Come…
Coca-Cola TM Mexico
387 Per Capita
(+34 vs 2004)
Latin America Group
176 Per Capita
(+27 vs 2004)
Growing
every year
World since 1996
44 Per Capita
(+2 vs 2004)
16. …And Our Love Story Will Continue
Happily Ever After
17. …And Our Love Story Will Continue
Happily Ever After
Middle Class Growth +16 MM
SEC A / B / C Expected Change in Population 2009-2012
Youth Population 216 MM
37% of total population are 20 years of age and below in 2009
GDP Growth +2.9%
Expected CAGR in GDP Latin America 2009-2012
18. A Love Story With Five Simple Ingredients
Creating An Engaging Dialogue With People
Mutual Trust And Respect With Our Partners
Ensuring We Are Always There
Unwavering Commitment To Our Communities
The Conviction That The Best Is Yet To Come
20. Forward-Looking Statements
This presentation may contain statements, estimates or projections that constitute “forward-looking statements” as defined under U.S. federal
securities laws. Generally, the words “believe,” “expect,” “intend,” “estimate,” “anticipate,” “project,” “will” and similar expressions identify forward-
looking statements, which generally are not historical in nature. Forward-looking statements are subject to certain risks and uncertainties that could
cause actual results to differ materially from The Coca-Cola Company’s historical experience and our present expectations or projections. These risks
include, but are not limited to, obesity and other health concerns; scarcity and quality of water; changes in the nonalcoholic beverages business
environment, including changes in consumer preferences based on health and nutrition considerations and obesity concerns; shifting consumer tastes
and needs, changes in lifestyles and competitive product and pricing pressures; impact of the global credit crisis on our liquidity and financial
performance; our ability to expand our operations in developing and emerging markets; foreign currency exchange rate fluctuations; increases in
interest rates; our ability to maintain good relationships with our bottling partners; the financial condition of our bottling partners; our ability and the
ability of our bottling partners to maintain good labor relations, including the ability to renew collective bargaining agreements on satisfactory terms
and avoid strikes, work stoppages or labor unrest; increase in the cost, disruption of supply or shortage of energy; increase in cost, disruption of
supply or shortage of ingredients or packaging materials; changes in laws and regulations relating to beverage containers and packaging, including
container deposit, recycling, eco-tax and/or product stewardship laws or regulations; adoption of significant additional labeling or warning
requirements; unfavorable general economic conditions in the United States or other major markets; unfavorable economic and political conditions in
international markets, including civil unrest and product boycotts; changes in commercial or market practices and business model within the European
Union; litigation uncertainties; adverse weather conditions; our ability to maintain brand image and corporate reputation as well as other product issues
such as product recalls; changes in legal and regulatory environments; changes in accounting standards and taxation requirements; our ability to
achieve overall long-term goals; our ability to protect our information systems; additional impairment charges; our ability to successfully manage
Company-owned bottling operations; the impact of climate change on our business; global or regional catastrophic events; and other risks discussed
in our Company’s filings with the Securities and Exchange Commission (SEC), including our Annual Report on Form 10-K, which filings are available
from the SEC. You should not place undue reliance on forward-looking statements, which speak only as of the date they are made.
The Coca-Cola Company undertakes no obligation to publicly update or revise any forward-looking statements.
Reconciliation To US GAAP Financial Information
The following presentation includes certain “non-GAAP financial measures” as defined in Regulation G under the Securities Exchange Act of 1934.
A schedule is posted on the Company’s website at thecoca-colacompany.com (in the “investors” section) which reconciles the non-GAAP financial
measures included in the following presentation to the most directly comparable financial measures calculated and presented in accordance with
Generally Accepted Accounting Principles.
31. Distributed Creativity Shifts Communication
And Content Creation To Shared Model
Music Education
Industry
Employees
News Celebrities
Media
Government
Producers
Marketing
Brand Communication Partners
Brands
Content Development
TV/Film Events
Programming
Detractors
Competitors Supply
Fans Chain
NGOs/
Cause
Sales Channels
Partners Consumers
32.
33. Leverage The New: Consumers Remind Us
Daily That Coke Is THEIR Brand
3,000 photos
50 videos
256,003 photo views
374,065 Likes
42,148 Comments
…in the last
six months
45. The Power Of Science
Brazil: Expanding Segmentation Capability
Total SKU’s: Coca-Cola Trademark
’03 3 Activation
clusters
148
’06 64 Activation
89
clusters
’07 88 Activation
clusters
Activation cluster: channels + shopper segment +
customer partnership level ’98 ’08
46.
47. MARKET INSIGHTS HUMAN AND
CULTURAL INSIGHTS
REVENUE MAPS CATEGORY AND
BRAND MAPS
BRAND GROWTH BRAND VISION AND
STRATEGY ARCHITECTURE
PRODUCT, PACK AND COMMUNICATION AND
EQUIPMENT AGENDA CONNECTION AGENDA
OCACASION BRAND PACK BRAND COMMUNICATION
PRICE CUSTOMER PLANS AND EXPERIENCE PLANS
(OBPPC)
48. ONE BILLION HOURS AGO…
HUMAN LIFE
APPEARED ON EARTH
*Inspired By Roberto Goizueta
54. Creating Passion For Our Brands
2010 FIFA World Cup
Ahmet Bozer
President, Eurasia & Africa Group
55. Forward-Looking Statements
This presentation may contain statements, estimates or projections that constitute “forward-looking statements” as defined under U.S. federal
securities laws. Generally, the words “believe,” “expect,” “intend,” “estimate,” “anticipate,” “project,” “will” and similar expressions identify forward-
looking statements, which generally are not historical in nature. Forward-looking statements are subject to certain risks and uncertainties that could
cause actual results to differ materially from The Coca-Cola Company’s historical experience and our present expectations or projections. These risks
include, but are not limited to, obesity and other health concerns; scarcity and quality of water; changes in the nonalcoholic beverages business
environment, including changes in consumer preferences based on health and nutrition considerations and obesity concerns; shifting consumer tastes
and needs, changes in lifestyles and competitive product and pricing pressures; impact of the global credit crisis on our liquidity and financial
performance; our ability to expand our operations in developing and emerging markets; foreign currency exchange rate fluctuations; increases in
interest rates; our ability to maintain good relationships with our bottling partners; the financial condition of our bottling partners; our ability and the
ability of our bottling partners to maintain good labor relations, including the ability to renew collective bargaining agreements on satisfactory terms
and avoid strikes, work stoppages or labor unrest; increase in the cost, disruption of supply or shortage of energy; increase in cost, disruption of
supply or shortage of ingredients or packaging materials; changes in laws and regulations relating to beverage containers and packaging, including
container deposit, recycling, eco-tax and/or product stewardship laws or regulations; adoption of significant additional labeling or warning
requirements; unfavorable general economic conditions in the United States or other major markets; unfavorable economic and political conditions in
international markets, including civil unrest and product boycotts; changes in commercial or market practices and business model within the European
Union; litigation uncertainties; adverse weather conditions; our ability to maintain brand image and corporate reputation as well as other product issues
such as product recalls; changes in legal and regulatory environments; changes in accounting standards and taxation requirements; our ability to
achieve overall long-term goals; our ability to protect our information systems; additional impairment charges; our ability to successfully manage
Company-owned bottling operations; the impact of climate change on our business; global or regional catastrophic events; and other risks discussed
in our Company’s filings with the Securities and Exchange Commission (SEC), including our Annual Report on Form 10-K, which filings are available
from the SEC. You should not place undue reliance on forward-looking statements, which speak only as of the date they are made.
The Coca-Cola Company undertakes no obligation to publicly update or revise any forward-looking statements.
Reconciliation To US GAAP Financial Information
The following presentation includes certain “non-GAAP financial measures” as defined in Regulation G under the Securities Exchange Act of 1934.
A schedule is posted on the Company’s website at thecoca-colacompany.com (in the “investors” section) which reconciles the non-GAAP financial
measures included in the following presentation to the most directly comparable financial measures calculated and presented in accordance with
Generally Accepted Accounting Principles.
56. FIFA World Cup, The #1 Sports Event
In The World
Appeal For Sports Events - Worldwide
NBA Finals
NFL
Super Bowl
10
UEFA Euro
Championship
Formula One
FIFA WC
OLYMPIC
GAMES
Super Bowls every
day for a month
Source: Sports Intelligence – Appeal for the following events– July 2006
57. Connecting With Our Consumers Through
Football Around The World
Driving Brand Love And Increasing Purchase Intent
Total
Population
75 81
69 Interested
46 52 in Football
42
+7%
Interested in
Football & aware
of Coke as a
sponsor
Favorite Brand Purchase Intent
July 2006 CCT – Germany, UK, France, Italy
Q2 2006 Volume increase (vs. YA) in markets
where we activated FWC when trend of the
previous 4 quarters was at 4% increase
58. Africa To Host The FIFA World Cup With
A Unique Spirit Of Celebration
59. One Global Campaign, Executed In 160 Markets,
Sending One Invitation To Celebrate And Open Happiness
60. Integrated Campaign To Reach Consumers
In An Interactive And Experiential Way
Music Digital
TV Commercials Customers
Branded Content Legacy
Visual Identity Experiential
61. The Celebration Has Started: We Are Taking The
FIFA World Cup Trophy To 86 Countries Around The World
4 hrs Average live
TV Coverage in
each country
visited so far
500K Ambassadors
of Coca-Cola
62.
63. Operating As One Global System To Drive
Scale And Productivity
1 Campaign
160 Markets
$45 MM In Productivity
Savings Campaign
