On December 14, 2012, TCCC signed a final agreement for the sale of its 51% stake in CCBPI in coca-cola FEMSA, S.A. de C.V., based in Mexico, Coca-Cola`s second largest bottler in the world, with branches in Central and South America.  The cash transaction took effect on January 25, 2013. The transaction price corresponded to a CCBPI valuation of $US 1,350 million. Coca-Cola FEMSA will have the opportunity to acquire the remaining 49% of CCBPI at any time over the next 7 years and will have a call option to resell its property to TCCC at any time in the sixth year.  “Taste the Feeling brings Coke as the lead actor in the campaign. It`s about trying out the brand and creating an idea for it,” the director said. In addition, the Sta. Pink Factory is the only Coca-Cola plant in the entire country to produce the variety of cans.