Coca-Cola names VP of marketing for ASEAN and South Pacific

Coca-Cola has appointed Matthias Blume as its new VP of marketing, ASEAN and South Pacific. Based in Singapore, Blume (pictured) will lead the company’s marketing and brand initiatives across Southeast Asia, Australia, New Zealand, and the Pacific Islands and serve on the company’s senior leadership team in the region.

He was most recently the frontline director for Coca-Cola's ASEAN and South Pacific operating unit, based in Singapore. Previously, he was sparkling director for the company’s ASEAN business unit. According to the company, Blume has a detailed knowledge of the company’s business across the region and has driven growth and innovation across the company’s stills and sparkling beverage brands.

He is also a strong supporter of integrating sustainability into the company’s portfolio of brands. Coca-Cola said Blume was "at the forefront" of the company's introduction of a prominent “Recycle Me” call-out across all its packs as well as the move across Southeast Asia to switch its iconic Sprite brand to clear, transparent bottles which are easier to recycle. He has 24 years of international marketing experience including 21 years at Coca-Cola and three years at Danone. Blume has also held local, regional, and global roles in a range of markets across Asia, North America and Europe.

Blume told MARKETING-INTERACTIVE that he is very glad and humbled to be taking on this role and looks forward to continuing to explore new ways to engage with its consumers alongside Coca-Cola's incredible marketing team. "Thrilled to say that I'll be continuing this journey right here in Singapore - excited to be forging closer bonds with everyone I've had the privilege of meeting in the past couple of years," he added.

“Blume brings a tremendous passion for marketing and people plus a superb knowledge of our bottling system,” said Claudia Lorenzo, president, Coca-Cola ASEAN and South Pacific, said. According to her, Blume also brings a combination of consumer centricity, marketing curiosity and business acumen - strengths that Coca-Cola needs and values deeply in our marketing organisation.

Separately, on the public affairs and communications front, the company named Russell Mahoney its VP, public affairs, communications and sustainability in March. He now leads the team across ASEAN, Australia, New Zealand and the South Pacific and looks to address "some big sustainability issues" in the company. Mahoney said in a LinkedIn post that he will be moving to Singapore in the coming months.

With the metaverse being all the rage these days, Coca-Cola also launched a pixel-flavoured drink, the limited-edition Zero Sugar Byte, which will rolle out first in the metaverse before making its way into physical retail. Coca-Cola describes the Zero Sugar Byte as the first Coca-Cola flavour to be born in the metaverse, which will bring the flavour of pixels to life in a limited-edition beverage that transcends the digital and physical worlds. The Zero Sugar Byte is the company’s second release from its Coca-Cola creations hub, following its release of its Starlight "space-flavoured" Coke in March this year.

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