As the Coca-Cola Company’s global director of brand strategy for Adult Sparkling, Kris Robbens has a hand in household favourite beverages such as Schweppes. After starting out at Coca-Cola as a nightlife and festival manager, Robbens moved into marketing before taking up his current role. Here, he talks to Attitude about his 17-plus years at the company, making big decisions, and his go-to Coca-Cola Company drink.
What got you into marketing?
My initial interest was human behaviour, so I decided to study psychology. I changed to sociology when I realised I was more interested in how society influences individual behaviour. I wanted to apply this in business. I started at Unilever, on one of their apprenticeships, and have never looked back.
Have you always been business-minded?
