For Coke, Local Is It

The soda giant gives its Euro managers marketing freedom

A half-dozen beanbag chairs lie scattered around the floor. A Sony Playstation dominates one wall, and violet lights provide the feel of a discotheque. Only a refrigerator filled with soft drinks hints that this is Coca-Cola Co.'s Belgian headquarters. "We call it our brainstorm factory," says Philiep Dedrijvere, a khakis-clad marketing director.

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