@Work: A Conversation with Karla, Brand Manager at Caribbean Bottling Company

Caribbean Bottling Company has been part of Bahamian life for more than 75 years. As the local bottling partner for Coca-Cola, the team manages some of the most recognisable brands in the world while adapting campaigns for Bahamian culture and everyday preferences. In this edition of @Work, Karla shares how her team keeps heritage brands relevant, why small details matter more than most people think, and how long term consistency shapes customer perception and trust.

OA: What is one marketing challenge your company faced this past year?

KWL: From a marketing standpoint it has been a positive year. Our “Twist to Win” under the cap promotion performed really well and engagement was strong. We also ran our Regatta campaign, did promotions with Wendy’s and participated in the Homegrown Culinary event. It has been a busy year and busy usually means good.

If I had to identify one recurring challenge, it would be billboard placement. It creates problems when other companies, not necessarily competitors but brands going after the same share of pocket, put up billboards without proper approval or compete for the same limited space. It is an ongoing issue. We work with the billboards we have and we are grateful for them, but the broader landscape is still an uphill battle.

OA: How do you make sure long standing brands like Coca-Cola continue to feel familiar but also exciting for new generations of customers?

KWL: We try to be the Coca-Cola we are. That means we align with The Coca-Cola Company’s global approach while still having flexibility to do things that fit The Bahamas.

Some campaigns come straight from global, like “Share a Coke.” It started years ago in Australia and we first ran it here around 2016. What made it meaningful locally was being able to choose the names that would appear on the bottles and cans. We did not only choose traditional names like John or Michael. We looked at the ranking of popular names in The Bahamas and selected names that people here would actually find. That included names like Neveah, Nova, Shiloh, Zion, Caden, Tino, Mika, Destiny, Angelo, Jamal and Renee.

People like to see themselves reflected. Bahamians enjoyed finding names that were specific to our culture, not only typical American names.

We also supported the campaign with personalisation events at Fusion, the mall, Abaco and Freeport. People could even order their names if they missed the pop up. Coke is a global brand operating in more than 170 countries. Our job is to make global ideas feel local and relevant.

We also run campaigns that are more about community visibility than direct sales. The Regatta campaign is a good example of that. It builds top of mind awareness and shows that we are invested in the communities we serve.

OA: In a market where customers are watching their spending and have plenty of alternatives, how do you communicate what sets your brands apart?

KWL: I think value shows up in how we present ourselves every day. It feels more like a company value than a single marketing tactic. It is about making sure our coolers are clean and presentable, our product looks good on the shelves, and our vehicles and outdoor signage reflect the brand well. We repaint a few trucks every year because those impressions matter.

I compare it to when I was building a house. I went into a contractor’s office and there was a leak in the corner. You work in construction and you are not fixing your own leak. That tells me what I need to know.

It is the same with our brands. If a cooler is dirty or a banner is torn, that speaks for itself. I joke with the team that the banners must feel me coming because I am always the one who notices when they are ripped. If I see it, it has to change.

We are not perfect. There are definitely coolers out there that need a wipe down or a new bulb. The key is addressing it when we see it. Those small details signal that if we care about a cooler in a tiny corner store, we also care about product quality and everything behind it. It influences customers in ways they may not realise.

OA: What is one thing you wish customers understood about what goes into building and maintaining brands like Coca-Cola or Goombay?

KWL: I wish people understood how holistic the work is. So much of our purchasing behaviour comes from habit or childhood memory. There are products I buy simply because I always have. That does not happen by accident. It comes from years of consistent presence and brand execution.

People love to say, “Coke sells itself.” It really does not. We have to produce it, get it into the market and then market it. There are many beverage choices out there. On the carbonated side we have a strong share, but when you think about share of stomach and share of wallet, competition is real.

Much of what influences customer decisions cannot be tied neatly to a single metric. It is the clean cooler, the working light, the organised shelf and the properly priced product. All of that builds trust over time.

People assume big brands have it easy. The reality is that success takes work in every sector. Whether it is a restaurant chain, a graphic design business or even an athlete, the effort behind the scenes is heavier than most people think.

OA: How do you know when your marketing or communication strategy is working?

KWL: If it is a sales driven promotion, you can see it in the numbers. You can look at a specific SKU and see if performance lined up with the timing of the promotion.

Outside of that, a lot of success comes from awareness and anecdotal feedback. Sometimes you run into someone and they say, “That was really cool.” We did an art project with UB this year and a few people came up to me separately to say they loved the concept. That matters.

Organic sharing is another indicator. I am not very active on social media, but there are certain things that speak to me and I will always share them. For example, I am a big Shaquille O’Neal fan. When I see stories about him doing something kind, I share them because they mean something.

When we see that behaviour with our work, it is a good sign. If we post something and ten random people share it, and they are not employees or part of our marketing team, it tells us the content connected. It reached someone and then reached someone else who was not even the original target.

You have to make money at the end of the day, but community response and organic amplification are also important signs of success.

From the ONWRD Team

Karla’s perspective reinforces how much brand trust is built through consistent execution. Campaigns matter, but daily presentation, product quality and attention to detail often shape customer perception long before any promotion does. 

If your team is stretched thin trying to manage both long term brand building and day to day delivery, we can help you move forward. Contact us to learn how ONWRD supports Bahamian businesses with strategic marketing and communication solutions.