Coke chief not so dour on economy

Coca-Cola Co. President and Chief Executive Muhtar Kent spoke optimistically about the prospects for the U.S. economy in a speech Friday at the University of Miami Global Business Forum.

Most economists predict things will get worse before they get better, Kent said in the Webcast from the university’s Coral Gables, Fla., campus. “In my heart, in my head, I also believe that America will come out of this crisis stronger and sooner than most people anticipate,” he said.

Kent, who took the helm of Coke last year, also provided some advice on the kinds of leaders Coca-Cola tries to attract: people with diverse backgrounds and viewpoints willing to move out of their comfort zone.

“Whenever I travel in the markets, I always tell our people, ‘Don’t be afraid to make mistakes’,” Kent said. “Don’t repeat them, but don’t be afraid to make mistakes.”

When asked by an audience member about a new Coke marketing campaign, Kent declined to comment. He said Coke’s current campaign, “The Coke Side of Life,” has been successful, but “we will see how that evolves,” Kent said.

The Wall Street Journal reported this week that Coke soon will unveil a new campaign tagged “Open Happiness.”