in the world of soft drinks, Coca-Cola is a giant that has gained worldwide fame and popularity.
However, even with such influence, throughout its history the company has felt a certain threat when facing the competition from local brands, needing to adapt strategies to guarantee its hegemony, as was the case with the acquisition of Guarana Jesus.
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This surprising move was motivated by the threat that the regional drink represented in some regions of our country, especially in the state of Maranhão. Learn more about this story!
What led Coca-Cola to acquire Guaraná Jesus?
Guaraná Jesus was a soft drink with a strong presence in the state of Maranhao, where it held a dominant market position.
Its popularity was undeniable, surpassing even the demand for other traditional soft drinks. Faced with this scenario, Coca-Cola executives decided to act and prevent this competitor from disrupting the brand's sales.
Rather than fighting such a solid competitor, Coke made the strategic decision to acquire Guaraná Jesus in 2001.
This purchase allowed the American company to expand its presence in the Brazilian market and conquer a new consumer public, mainly in the North and Northeast of the country.
Success in the post-acquisition strategy
After the acquisition, Coca-Cola adopted an intelligent strategy to maximize the results of the incorporation of Guaraná Jesus.
Instead of suppressing the acquired brand and applying its own identity, Coca-Cola respected the values of the friendly pink drink, embracing its origins.
Together with consumers from Maranhão, the giant developed a new visual identity and packaging for Guaraná Jesus, while preserving the essence and authenticity of the brand.
As a result of this respectful approach, Guaraná Jesus continued to be a relevant brand in Brazil, while benefiting from Coca-Cola's global experience.
In addition, one of the biggest advantages of this acquisition involved the expansion of the distribution of Guaraná Jesus to other regions of Brazil, allowing the brand to “break the bubble” and become known nationally.
This story was an inspiring success, showing how a great brand can recognize and harness the potential of local companies, adding a series of benefits for both parties and for consumers, who can have access to a new product.
It is through strategies like this that Coca-Cola remains firmly at the top of the soft drink market!
