fbpx

May 18, 2023

“BY STAYING TRUE TO THE PRINCIPLE OF PUTTING THE CONSUMER FIRST, WE CAN CONTINUE BUILDING STRONG BRANDS, AND CREATE VALUE FOR ALL OUR STAKEHOLDERS”

President of Coca-Cola Philippines and VP Franchise Operations East (PH, VN, KH) at Coca-Cola Far East Ltd.

 This is reflected in various successful initiatives, such as the highly acclaimed Coke Studio platform that provides Filipino teens with music experiences accompanied by Coca-Cola. They have also expanded their beverage portfolio to cater to different drinking occasions, launching products like the ready-to-drink Jack & Coke and Lemon Dou. Additionally, Coca-Cola Philippines has introduced new benefits like Minute Maid Nutri+ juice range and Nutriboost dairy beverages for health and wellness, as well as Sprite Lemon+ for rejuvenation. They also meet consumer demand for new flavor experiences with limited editions like Coke Creations Marshmello and new Coke Zero Vanilla products.

It is no wonder that even in the midst of crises or economic downturns, these beverages continue to grace the Filipino dining tables with their irresistible presence covering practically every craving and anticipated palate desire. ‘Taste the feeling’ is the real thing.

For 125 years, Coca-Cola  has been refreshing the world. Since its birth at a soda fountain in downtown Atlanta, Georgia, in 1886, Coca‑Cola has been a catalyst for social interaction and inspired innovation. To date, it continues to be a remarkable story of an iconic brand. A brand so old yet so up-to-date! It is as if their consistent presence  has given them the permission to evolve and expand.

In the 26 years that Mr. Del Rosario has been with  Coca-Cola Philippines and working across multiple countries, he has witnessed firsthand the profound impact brands and businesses have on countless lives.

“We have a significant responsibility to continue growing our business, as it fulfills consumer needs and provides livelihood opportunities, especially for small and medium-sized enterprises (SMEs). This realization has reshaped my perspective on my role and our approach to business at Coca-Cola.” He continues with “ We have learned the importance of Business Continuity Planning through challenges like sugar shortage and CO2 supply disruptions. Collaborating with stakeholders, including the government, and proactive planning for various scenarios has become essential. These experiences have taught us the value of preparedness and the need to work collectively to overcome obstacles and ensure uninterrupted business operations”.

With this revelation , the term pivot takes on a whole new meaning. It is in fact a planned and planted seed waiting on the wings. Not reactive but proactive. Building relationships and prioritizing  the well-being of people, society, and the communities served is the guide for decision-making and daily business conduct.

Leadership takes on a new significance under the helm of Del Rosario. Not only is the concern limited to the brand, greater responsibilities to drive positive change and tackle social and environmental challenges head-on were also put in place. The transition of  Viva! and Sprite bottles to 100% recyclable packaging, promoting a circular economy for plastic packaging is an example.  SKUs made from 100% food-grade recycled bottles, produced by PETValue Philippines, a joint venture between Indorama Ventures and Coca-Cola were also introduced.  These initiatives exemplify the company’s commitment to innovation and sustainability as it continuously strives to push boundaries to be at the forefront of the industry.

On a personal note, Tony  takes pride in being a part of Coca-Cola Philippines’ Global Women’s Leadership Council, working with like-minded individuals to accelerate the development and empowerment of female professionals in the workforce. He also contributes to the company’s Foundation’s initiatives in water stewardship, circular economy, and economic empowerment. Outside of the company, he is a member of the Champions of Change Coalition, where he shares knowledge and experience with other leaders belonging to leading companies and organizations, to demonstrate their commitment to diversity, equity, and inclusion (DEI) in the workplace and wider community. Lastly, he is an affiliate  of Gawad Kalinga, whose mission is  to address poverty and improve the lives of marginalized communities.

Hats off to this visionary Brand Builder who consistently opens happiness for the industry with inspiring ideas and unwavering values.

 

RELATED UPDATES

Neogin A. Evangelista

Neogin A. Evangelista

Effective leadership is a critical factor for organizational success in the 21st century that cannot be overemphasized. PHILUSA Corporation, a 100% Filipino company that has been around for more than six decades, is a testimony...