BIG Cola and AJE Think BIG at Global Soft Drinks

Congress
The presentation given by Jorge Lpez Driga, Global Director of Marketing of AJE, at the
10th InnoBev Global Soft Drinks Congress in Lisbon (Portugal), was one of the highlights
of the event, which brought together industry leaders, suppliers and analysts to gain
strategic insights and hear about the latest trends in the sector.

Madrid, 10 April 2014. Jorge Lpez Driga from AJE gave a thought-provoking and
inspiring presentation at the Congress in which he shared AJEs success story, telling
the fascinating story of a young Latin American company that has reached the position
of fourth largest carbonated soft drink producer in the world in less than 15 years.
Jorge captivated his audience with concrete examples of how AJE and its leading BIG
Cola brand have taken the soft drinks markets in several Latin American and Asian
countries by a storm, reaching out to new consumers in these emerging markets and
inspiring them to Think BIG.
The

latest

BIG

Cola

campaigns

in

particular

Win

Giraffe

(https://www.youtube.com/watch?v=ZGtvDlbehr8&list=PLXxDhrFIfUoCcvqz2nstweYHzEppbH1l) - which Jorge shared with the Congress participants, speak directly
to the brands Gen C consumers who set todays trends and care about Creation,
Curation, Connection and Community. 72% of Gen C consumers value brands with
originality, creativity and relevance that align with their own interests. This is precisely
what BIG Cola has set out to do with its surprising communications that put consumers
dreams at the centre of its promotions, allowing them for example to adopt a giraffe in
Africa or win a trip to Barcelona to play at the emblematic Camp Nou stadium of FC
Barcelona, one of the worlds best football teams.
In addition to very impactful marketing campaigns, AJE owes its success to its unique
business model based on a strong commitment to "democratizing consumption,"
reaching out to new consumer groups and providing them with access to high quality

products at fair prices. Jorge Lopez Driga underlined that "at AJE we focus on young
people, from medium and lower socio-economic groups in emerging markets, who
represent 70% of the population in these countries, offering great potential for growth.
For example, after only four years of presence in Indonesia, BIG Cola has reached
annual sales of over 400 million litres and 99% awareness amongst consumers,
propelling the company to feature in February on the cover page of Fortune magazine
Indonesia with the heading The Next BIG Thing.

About AJE
AJE is one of the largest multinational beverage companies, with presence in more than 20
countries in Latin America, Asia and Africa, and with 15,000 direct and indirect employees.
Globally, AJE is the 10th largest soft drinks company in sales volume and the 4th largest producer
of

carbonated

soft drinks

(source:

Euromonitor,

2011).

With

a strong

commitment to

"democratizing consumption," AJE reaches out to new consumer groups and provides them with
access to high quality products at fair prices. In addition to its flagship brand, BIG Cola, AJEs
product portfolio is complemented with brands such as Cielo, Cifrut, Pulp, Sporade and Volt in the
categories of water and juices, as well as hydrating and energy drinks. AJEs vision is to be one of
the top 20 multinational companies by the year 2020. For more information, please visit:
www.ajegroup.com / www.facebook.com/global.bigcola

BIG Cola contact person for media enquiries:

Kati Kaskeala
Corporate Communications Director
(+34) 630 77 34 81
kati.kaskeala@ajegroup.com