Oana Vlad, senior director of the Coke global brand, Coke Zero Sugar and Coke Creations global lead, said brands “can’t be complacent” when it comes to attracting new customers and retaining current ones.
Speaking at this year’s Design and Art Direction Festival in London, Vlad warned that brands have to “keep renewing themselves” to appeal to new audiences.
“There’s a difference between getting people to choose a product with [their] heart, rather than [their] head,” she said.
“You may feel thirsty, but you choose what you drink with your heart. And if your product is chosen, that’s a fan rather than a customer.
“You have to bring something special and valuable to capt
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