Theslogan ‘think local, act local’ might suggest that the company is operating at the extreme localization end of the advertising spectrum, but, as the Argentina–France example illustrates, this clearly is not the case. Rather, our evidence indicates firstly, that Coca-Cola is working with Global Marketing Communications and Strategic Regionalism 5cross-cultural, virtual ‘regions’ of consumer compatibility, and secondly, that its advertising is not locally produced, but only locally adapted from a global pool.