Spectrum VMLY&R has been mandated charge of the Consumer Interaction Center (CIC) in Pakistan for The Coca-Cola Company, under which the company is responsible for drawing valuable insights about Coke brands’ consumers and their affinities. As a result of this association, Spectrum provides social listening research instrumental in campaign planning, KPI assessments and crisis management. Additionally, Spectrum manages sentiment in the online community for all beverage portfolio brands, Coke Studio and The Coca-Cola Company corporate brand.