The quotation, drawn from the Research International Observer (RIO) global consumer study and presented at this week's Marketing Society conference 'New World Order, Marketing Under Attack', has many meanings.
Multifariously, it says: 'I know Coke is a US, not a local one', 'Coke has brand values that are not all-American and that are relevant to me', and 'I have political beliefs, but they do not affect my choice of Coke as a brand'.
While it's unlikely that he realised as he uttered it, this consumer's views challenge what, for many marketers, have recently become accepted wisdoms. The first, of course, is that we should 'think global and act local' or any other combination of those words that may be the current vogue. There is a growing body of thought that the idea of a global brand is a false God - too costly to pursue, too unwieldy to manage, too easy a target for consumer activists.
One thing the RIO research does is to explode the modern myth that global brands are no longer relevant or desired. It's something we should all know to be true already, but in our desire to create order where there is none 'new world orders' can come along with alarming frequency.
A brand does not have to be amorphous to be global. It can be global while having many different attributes, even different names, in different markets. Some consumers will know of its provenance and not care, others may care and yet believe it to be a local brand, while a few will care a great deal and do everything in their power to bring its exploitative multinational producer to its knees.
The other rediscovery from the RIO research, and which the Coca-Cola commentator consciously states, is that 'consumer' and 'activist' are two words that occur apart more commonly than they do together. The publication of Naomi Klein's No Logo in 2000 was, again, greeted as cataclysm for global brands.
Now that we are two years older and wiser it is clear that the global brand backlash never did, nor will, occur. While global brands make convenient rallying points for activists, for most consumers the brands are, by definition, regarded favourably.
Klein and the anti-globalisation movement would be more potent if, like our Belgian Coke consumer, they recognised that politics and products are not the same thing.
'There are no global brands' page 24.