“With age and experience, I can say I do not believe in love anymore,” Arroyo said.
Millions of people, he said, might declare their love of Coca-Cola and wear its logo on a t-shirt, but don’t drink it.
“I believe in actions and behavior, which in our business means consumption. The core of the transformation of Coca-Cola began by changing metrics, where we pivoted from brand love,” Arroyo added.
He recalled the bickering that happened in the corridors of the company because sales were going up but brand love was not. In the end, the debate was academic.
“Marketing is about changing human behavior, getting someone to drink this instead of that,” Arroyo said.
