"The Corner Fridge, threads of the past that influence the present.”

"The Corner Fridge, threads of the past that influence the present.”

Childhood memories often play a significant role in shaping the adults we become. In my case, it was the vivid image of a Coca-Cola fridge, nestled in the corner of my parents' restaurant, that has continued to influence my life even as an adult. This is the story of "The Corner Fridge" and how my grandfather's habit of drinking Coca-Cola set me on a path to my current role at Zespri, advocating for both a strong brand and healthier eating habits. Read on as we explore the power of branding, nostalgia, and the remarkable impact of this simple yet iconic refrigerator.

My story begins in my parents’ restaurant, where my grandfather played an essential role in my upbringing. As a child, I cherished the moments spent under the warm glow of the restaurant's lights, surrounded by the hustle and bustle of the patrons. The restaurant was a world unto itself, where laughter and chatter filled the air.

At the heart of this bustling eatery, tucked away in the corner, stood the restaurant's very own celebrity: a massive Coca-Cola fridge. The striking red colour of this refrigerator was impossible to miss. It was a bold, eye-catching presence that captivated everyone who walked through the doors. This vivid red hue symbolised more than just a cold drink; it symbolised a sense of nostalgia, comfort, and a place where countless memories were made.

One memory that stands out above all the rest is my grandfather's unbridled attraction for Coca-Cola. As he meandered through the restaurant, he would inevitably find himself passing by the corner fridge, seemingly magnetically drawn to it. In one smooth motion, he'd reach out and casually grab a couple of bottles. For him, this was a small but delightful ritual, a simple pleasure that he never seemed to tire of. The joy he derived from this seemingly mundane act was evident in the twinkle in his eye and the curve of his smile.

Time, however, is both a healer and a thief. As the years passed, my grandfather's once-sharp memory began to fade as dementia took hold. It was heart-breaking to witness this gradual decline, to see a loved one forget precious moments, names, and even faces. But amid the fog of his fading memory, one thing remained remarkably vivid: the shape of the Coca-Cola bottle, the font and the colour red. These elements seemed to be imprinted deep within his mind, etched there with indelible ink.

Perhaps the most remarkable aspect of my grandfather's connection to Coca-Cola was how instinctive it became. Even in the grip of dementia, he continued to reach for a bottle every time he passed by the corner fridge. It was as if, at that very moment, his memory was restored, and he was once again the spirited man who loved the simple act of grabbing a Coca-Cola. This instinctive connection left a mark on my own impressionable mind.

As a child, I couldn't fully comprehend the depths of my grandfather's connection to Coca-Cola. It was only as I grew older that I began to question what made this particular brand so special, so magnetic. What was it about those red bottles that transcended time, memory, and even a debilitating illness? This curiosity grew within me, silently sparking a fascination with the world of marketing. I wanted to understand the magic that could make people reach for a product with such instinctive devotion, even in the face of memory loss.

My journey from that corner of my parents' restaurant to my current role at Zespri has been a tale of transformation and purpose. While my early memories were rooted in the world of Coca-Cola and the warm embrace of my grandfather's love, my present mission is to encourage healthier eating habits through the goodness of Zespri kiwifruit. It might seem like a far cry from the days when I marvelled at the bold red fridge, but as I've come to realise, our past experiences have a way of shaping our present choices and endeavours.

Reflecting on my journey, I am struck by the lessons my grandfather's love for Coca-Cola taught me. The enduring connection he had with this brand, even as his memory waned, emphasises the incredible power of branding. Coca-Cola had become more than just a beverage; it was a symbol of his cherished memories, and it brought him immense comfort.

Today, as I work to help the world thrive through the goodness of Zespri kiwifruit, I'm reminded of the profound impact branding can have on consumer choices. Our memories and associations with a product can influence our decisions in subtle yet powerful ways.

In a world where society increasingly recognises the importance of incorporating fresh fruits and vegetables into our diets, it remains a stark reality that only 1 out of 10 individuals eats the recommended daily portions, and alarmingly, two-thirds of our caloric intake originates from highly processed foods. Hence, my personal mission is to help more individuals around the world to cultivate sustainable, wholesome eating habits through the power of marketing.

"The Corner Fridge" in my parents' restaurant, and my grandfather's love for Coca-Cola, has been a cornerstone of my life's journey. It has shaped my understanding of branding, marketing, and the indomitable power of memory structures. From those early days under the warm glow of the restaurant lights to my current role at Zespri, the red Coca-Cola fridge continues to remind me that threads of the past, no matter how seemingly insignificant, have the power to influence the present in profound ways.


Srija Chatterjee

Global Marketing Director at The Shed 28

1 年

Beautiful reflections... thanks for sharing this.

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Trezelene Chan

Sustainable Transformation Practice Lead at Kantar I Growth Finder I Change Maker

1 年

Thanks Juinn for sharing your personal story. Heartwarming and inspiring purpose. The power of marketing to influence and do good can't be underestimated. Look forward to Zespri being an icon for the generations to come.

Juinn, this is such a vivid and heart-warming story. One day I’m pretty sure there will be many adults with a fond childhood memory of Zespri imprinted in their minds ??

Rupen Desai

Building businesses that our conscience can live with

1 年

Love this : 'Hence, my personal mission is to help more individuals around the world to cultivate sustainable, wholesome eating habits through the power of marketing.' #purposeful is what #purposeful does Jiunn Shih

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