Page 96 - TIF2018 | UNITED STATES PAVILION EXHIBITORS CATALOGUE

Lilian Nektariou

Franchise Country Manager Greece, Cyprus, Malta, Coca-Cola Hellas

– How important is Creativity and Innovation to your business?
Creativity and Innovation are key elements interwoven with our brand’s DNA. Coca-Cola invests in
innovation by developing and launching breakthrough packaging, equipment, merchandising,
distribution models and programs that do not only enhance the business, but also benefit the local
communities in which we operate. With our consumers in the focus of our research, we never stop
looking for new products that will serve their needs 24/7, in every aspect of their life. As a total
beverages company, we evolve along with our consumers’ needs and create options with less or no
sugar, also verifying our compliance to a healthy lifestyle. Two examples on the above that we
consider as assets to our portfolio, are Fanta with 30% Less Sugar and Coca-Cola Stevia, which was
launched on a global level in Greece.
– What was the key element that drove you in USATIF2018 (regional opportunities, Greece’s
recent reforms, etc.)?
This year’s TIF is different from the previous ones, as it is organized and coincides with the great
effort our country makes to return to an orbit of development. Coca-Cola, as a company that invests
and does business in Greece for almost 50 years now, contributing to the support of Greek
economy, could not but be present in this year’s event. We chose TIF as a springboard to present in
depth our new strategy as well as our actions for Thessaloniki, which will take place within the
CEOs INTERVIEWS
framework of the "Thessaloniki. Capital of Ideas and Actions" initiative. An initiative that places the
city of Thessaloniki in the epicenter of Greece, and includes a series of individual programs that
frame our participation in TIF this year. Their aim is to bring a fertile change for the city and the
citizens and focus on three main pillars: Environment & Circular Economy, Empowerment of Youth
& Women, Tourism & Commercial Growth. Each pillar includes a series of programs, some of which
have been exclusively designed for Thessaloniki.
– What will be the highlight of your presence in USATIF2018, is there anything "new" that you are
planning to present?
Our presence in the exhibition will be multifaceted and among others will include an innovative and
interactive kiosk, where visitors will have the chance to live the brand’s experience, the Coca-Cola
Pop-Up Store - an especially designed store that will visit Thessaloniki for the first time and where
consumers will have the chance to acquire collectible Coca-Cola merchandising -, as well as parallel
informative events and workshops.
Most importantly, during TIF we will present our "Zero Waste Cities" initiative, a long-term program
within our global vision for a World Without Waste. We plan to work with the city and the citizens
to help Thessaloniki become the first city in Greece with the perspective to become a zero waste
city. We aspire this to be our legacy program for Thessaloniki and we are excited to share more on
this during the upcoming exhibitions.
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