Based on your experience, what are the keys to a brand reaching its 100th anniversary in the current context? I believe the key to people continuing to choose you, continuing to connect with you, and continuing to consider you relevant is having a firm and solid purpose that defines you. At Coca-Cola, our purpose has always been to refresh the world and make a difference in the lives of people and the planet. It has been our reason for being for 139 years. Faithful to that purpose, we have spent all this time listening to our consumers, connecting with them, and adapting to never cease to meet their needs. We are a global company, but our DNA is 100% local. This not only means that our beverages are produced and marketed locally in the markets where we operate, in collaboration with our bottling partner CCEP in the case of Spain. It also means that our commitment has been and will always be to supporting the communities where we operate. We listen directly to them, connect with them, and work to adapt to their needs through a diverse portfolio of beverages and local projects and programs that generate a positive impact. In a constantly evolving market, how has your brand fostered continuous innovation without losing its original essence? Can you share examples of key innovations that have driven your growth over the years? At Coca-Cola, all our innovations have always been based on a purpose that drives us and has guided us for 139 years. Our innovation reached a significant milestone five years ago, when we embarked on our latest major reinvention, which involved a portfolio, organizational, and marketing transformation. We pressed the pause button to learn who we are, where we came from, and where we were going. If we wanted to continue growing, we needed to continue understanding our consumers and connecting with new audiences. Since then, that transformation as a company has been reflected in everything we do. We've simplified our portfolio to focus on leading brands. Those that have always been here and those that arrive as if they've always been with us, like Fuze Tea. Since January, we've marketed our entire tea business under this global brand, where we can find the original flavor that consumers have known for 30 years. To make this possible, to continue innovating with new products, brands, and packaging, it has been necessary to transform the way we work at Coca-Cola. We're talking about an evolution that begins with people and ends with people, and in which the consumer is always at the center. How has your brand's relationship with its consumers evolved over time? We are aware that, to reach consumers, listen to them, and understand them, we need to evolve alongside them, be on the channels they use, and speak their language. That's why at Coca-Cola, we've stopped talking about broadcasting and started talking about experiences. It's the best way to bring our brands closer to both traditional and potential consumers. Guided by our “Only Coca-Cola can do it” philosophy, we work to offer brand experiences that consumers can only find with us. We've spent decades building legitimacy through new ways of connecting with them. For example, through the Coca-Cola Music Experience festival, which is celebrating its 15th anniversary and represents what we like to call the “spark,” that feeling of excitement every time you connect with something you love or enjoy a Coca-Cola. We also work with iconic campaigns that transcend traditional commercials, such as “Share a Coke with,” which returns with a new edition linked to Generation Z and with more customization options than ever; the new edition of our returnable glass campaign, in which we directly involve the consumer through a digital mini-game; or “Wanta,” a 100% local Fanta campaign in which Lola Indigo, Rubius, Marina Riverss, and IlloJuan not only appear on our cans but also collaborate by creating exclusive content. In addition, we've strengthened our commitment to collaborating with influencers and content creators who share their own experiences: last year we added more than 11,000 globally, and this year we'll reach 20,000. How have your brand's marketing strategies evolved over time? What role do new technologies and digital media play in your current strategy? Over time, our marketing strategies have evolved from a traditional approach focused on mass advertising to a model based on emotional connection, experience, and personalization, always keeping our brand essence and the consumer at the center.