Coca-Cola was introduced to Mexico back in 1898 and registered as a brand in 1903. Entering the Mexican drink repertoire by replacing the traditional glass of fruit-flavored water at lunch, Coca-Cola provided “free” refrigerators to restaurants and taco joints to encourage distribution and trial. Over the years, Coca-Cola has become widely distributed even in the remotest parts of Mexico. Wide distribution not only creates a strong presence, but also ensures that people can always find their favorite brand, wherever they might be.
Virtually every Mexican who is alive today grew up with Coca-Cola, which in Mexico is still made with cane sugar not corn syrup as it is in the States. As a result, Mexican immigrants living in the U.S. will cheerfully pay more for Mexican produced Coca-Cola, which is still packaged in the iconic glass bottle.
In addition to appealing to local tastes, Coca-Cola has also worked hard to blend into local culture. Wrestling is a very popular event with Mexicans, especially among those at the lower socio-economic levels. This TV and movie ad takes on Latin American culture by introducing a luchador (wrestler) and approaches the Latin American reluctance to change.
The ad tells the story of a young boy who goes to get a haircut, and decides he wants something different. The luchador (his conscience) pressures the boy to get a classic haircut. After a rather rough rumble (with the hair stylist acting as referee), the boy pins the luchador and earns his right to be different. The ad closes with Coca-Cola urging the audience to “fight for what you want”.
To sum up, Coca-Cola enjoys a prime position in Mexico due to many factors apart from being a global mega-brand. Coca-Cola has a long tradition in the country, has invested heavily in campaigns linked to local ideologies, and has succeeded in creating a strong presence and a distinctive identity.