Memoria de Labores 2015 - 2017
Index
Introduction................................................ 2 Taste the feeling...................................... 3-4 Coke Bottle 100.......................................... 5 Suja CEO..................................................... 6 PlantBottle 2.0.........................................7-8 Less is more.......................................... 9-10 Variety Rules............................................ 11 Our global Workforce..............................12 Our Billion-Dollar Brands.................13-14 The Art of Entrepreneurship..............15-16 Coca-Cola Poland Propels Action on Female Empowerment........................17-18
Introduction
Coca Cola wanted something different with their promotional products for the first time in their lives, so they combined the Line of Zero, Life, Light and the original Coca Cola in just one publicity artwork. The results; they create an unforgettable campaign that offers the best idea of the Company, “Taste the Feeling”. They started their new concept by creating a new Copy or a new slogan that would get placed in the hole mind of the people that is drinking this soda. In their spots we can’t hear that there’s someone telling something but we just can see all of the visual material that show us the new slogan that take us and make us want to drink Coca Cola by just read the slogan and see all the happy people all around. The close up of the phrase let us get prepared to read the other part of the next one so by the end, they used a claim final “Taste the Feeling”. The Coca Cola lovers want different visual material but they’re still wanting to taste the same great flavor of the products of the company. In 2015, Coca Cola placed new products and new feelings in the world. They create the first plant bottle that can be reusable, they also made new help campaigns to bring happiness to the world without make nobody apart. In the next pages you’ll be able to know all the moves they have made in one year.
Taste the Feeling
“Taste the Feeling,” will roll out at various times across all markets globally in 2016 and will come to life through a number of elements, including: 10 Television Commercials 100+ Campaign Images New Visual Identity System New Music Anthem and Audio Signature Shareable and Customizable Interactive Digital Experience The creative campaign is anchored in the fundamentals of the Coca-Cola brand – the Spencerian script, the red disc and the iconic glass bottle – but with a modern take, featuring authentic and real moments with the product at center stage.
Drinking a Coca-Cola, any Coca-Cola, makes the moment special. The Company’s Chief Marketing Officer, Marcos de Quinto, revealed a new ‘One Brand’ global marketing strategy that, for the first time ever, unites Coca-Cola, Coca-Cola Light/Diet Coca-Cola, Coca-Cola Zero, and Coca-Cola Life under the iconic Coca-Cola brand positioning in one global creative campaign, “Taste the Feeling.” The ‘One Brand’ Strategy: Extends the global equity and iconic appeal of original Coca-Cola across the Trademark, uniting the Coca-Cola family under the world’s number one beverage brand. Comes to life in a global campaign – “Taste the Feeling” – that uses universal storytelling and everyday moments to connect with consumers around the world. Features the product at the heart of the creative, celebrating the experience and simple pleasure of drinking a Coca-Cola, any Coca-Cola. Underscores the Company’s commitment to choice, allowing consumers to choose whichever Coca-Cola suits their taste, lifestyle, and diet. “Every day, millions of people around the world reach for an ice cold Coca-Cola,” said Marcos de Quinto, Chief Marketing Officer, The Coca-Cola Company. “The new ‘One Brand’ approach will share the equity of Coca-Cola, across all Coca-Cola Trademark products, reinforcing our commitment to offer consumers choice with more clarity. This is a powerful investment behind all Coca-Cola products, showing how everyone can enjoy the specialness of an ice-cold Coca-Cola, with or without calories, with or without caffeine”.
Added de Quinto: “More than ever, we recognize people want their Coca-Cola in different ways, but whichever one they want, they want a Coca-Cola brand with great taste and uplifting refreshment. Through the ‘One Brand’ strategy we will move away from multiple brand campaigns, to one single iconic brand campaign that celebrates both the product and the brand.”
At launch, 5 of the 10 spots will be released. The lead television spot, “Anthem” (Mercado-McCann), comes to life through a series of ordinary moments linked by a CocaCola, such as ice-skating with friends, a first date, a first kiss, and a first love. The spot will run in all markets in 2016. The soundtrack to “Anthem” is an original song created for the campaign and titled “Taste the Feeling.” Coca-Cola worked with Music Dealers to write and produce the song. In select markets, the song features the voice of newcomer Conrad Sewell. Sewell, a London-born, Australia-raised singer was featured in the breakout single “Firestone,” which produced 300 million Spotify streams and 3 million-plus worldwide sales. The anthem includes a new audio signature, inspired by the sounds of the experience of enjoying a Coca-Cola – the pop of the cap, the fizz, and ultimately the sounds of enjoyment. The new audio signature will be used throughout the campaign.
Coca-Cola gathered global creative minds from 10 different agencies to begin the development process, and ultimately the 10 Television Commercials created for the campaign were produced by the following 4: Mercado-McCann, Sra. Rushmore, Santo, and Oglivy & Mather New York. The spots give the viewer momentary, but intimate glimpses into everyday stories, feelings and experiences that people share while enjoying an ice-cold CocaCola. At the close of each commercial, the family of Coca-Cola trademark products unite as one under the famous red Coca-Cola disc.
Suja CEO
Coke Bottle 100 STOCKHOLM, August 25, 2015 – The Coca-Cola Company and its global bottling partners (the Coca-Cola system) today announced they are on track to meet their 2020 water replenishment goal by the end of 2015. Based on the Coca-Cola system’s global water replenishment projects to date, the system is balancing the equivalent of an estimated 94 percent of the water used in its finished beverages based on 2014 sales volume. Since 2004, Coca-Cola has replenished an estimated 153.6 billion liters of water back to communities and nature through 209 community water projects in 61 countries.
Coca-Cola is able to give back the amount of water equivalent to what it uses in its finished beverages and their production through replenishment projects, increasing water use efficiency in its plants, and returning water to watersheds and municipalities through wastewater treatment. Part of meeting its replenishment goal is engaging in diverse, locally focused community water projects. Each project works toward set objectives such as providing or improving access to safe water and sanitation, protecting watersheds, supporting water conservation and raising awareness on critical local water issues.
“More and more companies now recognize that factoring nature into their decision-making is a smart business strategy. Coca-Cola’s commitment to water underscores that investing in nature can produce very positive returns for businesses and local communities,” said Mark Tercek, president and CEO, The Nature Conservancy (TNC). “TNC is proud of its collaboration with Coca-Cola and congratulates the company and its bottling partners on a very significant achievement.”
The Coca-Cola system returned approximately 126.7 billion liters of water used in its manufacturing processes back to communities and nature through treated wastewater in 2014. These combined efforts put Coca-Cola on track to be the first global food and beverage company to replenish all the water it uses back to communities and nature.
In 2007, The Coca-Cola Company and its bottling partners set an aspirational goal to safely return to communities and nature an amount of water equivalent to what is used in its beverages and their production by 2020. The water footprint of growing agricultural ingredients sourced by the Coca-Cola system is not included in this goal. However, sustainable water practices are part of Coca-Cola’s Sustainable Agriculture Guiding Principles required for suppliers. The replenish projects are the result of partnerships with governments, civil society and other members of the private sector. Coca-Cola only calculates replenishment credit for the portions of the project that are directly funded or instituted by the Coca-Cola system.
Last summer, Coca-Cola announced an investment in Suja, an up-and-coming U.S. company that specializes in organic, coldpressed juices. San Diego-based Suja launched in 2012 and quickly made a name for itself in the beverage business. In early-2015, Suja ranked second on Forbes’ list of the most promising companies in the country. Coca-Cola’s investment opens up opportunities for Suja to dramatically increase its distribution.Coke holds a minority stake in Suja (see an overview of the deal here), and we wanted to learn more about who’s leading the company. I sat down for a conversation with Suja Co-Founder and CEO Jeff Church during a recent visit to Coke headquarters in Atlanta. Last year, about this time, we had some really great success with getting our products not just in the natural channel but in conventional grocery channels. We did really well with Target. We did really well with Publix, with Kroger, with Costco. You kind of wonder sometimes, well, it’s great if you can win in the natural channel, but can you win in the bigger channel? We did a study with Target with all 1,799 of their stores around the country. We divided into stores that were above $52,000 in household income, which is the average in the United States, and those that were below. The ones that were below were only about oneturn per week less in velocity. Suja does fine everywhere, and we’re the only brand that has an under $4, organic, non-GMO, high-pressure processed juice.
We have a first-mover advantage, so we wanted to really put the pedal to the metal and expand our distribution. We began talking with some potential strategic investors, including Coca-Cola. We just clicked with Coke. Personally, I’ve been a Coke consumer my whole life. Probably my favorite product on the planet is Diet Coke. One of the things that was super important to us is that they not try to change us. We’re 100 percent organic; that’s one of our guard rails. We’re non-GMO. We wanted to make sure there was no influence on us to change that. I actually met with Seth Goldman from Honest Tea [which was purchased by Coca-Cola] and had some dialogue with him about how did it work and how did it go. He told me that today, they’re using eight times more organics and non-GMOs than they did when he initially took an investment from Coke.
What’s the work environment like at Suja?
Ours is a very open environment. We only have four people that are over the age of 40, so we’re very much a Millennial-based company. It’s very California. On a good day, I’m lucky if I wear a nice t-shirt. And on a bad day, it might be shorts and not such a nice t-shirt. We’re very casual.
Plant Bottle Coca-Cola unveiled the world’s first PET plastic bottle made entirely from plant materials earlier today at the World Expo in Milan, Italy. PlantBottle packaging™ uses patented technology that converts natural sugars found in plants into the ingredients for making fully recyclable PET plastic bottles. The packaging looks, functions and recycles like traditional PET but has a lighter footprint on the planet and its resources. “Today is a pioneering milestone within our company’s portfolio,” said Nancy Quan, Global Research and Development Officer. “Our vision was to maximize game-changing technology, using responsibly sourced plant-based materials to create the globe’s first fully recyclable PET plastic bottle made entirely from renewable materials. We are delighted to unveil the first bottles at World Expo – a world-class exhibition where sustainable innovation is celebrated.” Since 2009, Coca-Cola has distributed more than 35 billion bottles in nearly 40 countries using its current version of PlantBottle packaging, which is made from up to 30 percent plant-based materials. The use of PlantBottle packaging has helped save the equivalent annual emissions of more than 315,000 metric tons of carbon dioxide, Coke estimates. PlantBottle packaging maintains the high-quality package consumers expect but with the added benefit of being made from renewable materials. It can be used for a variety of packaging sizes and across water, sparkling, juice and tea brands. Coca-Cola currently uses sugarcane and waste from the sugarcane manufacturing process to create PlantBottle packaging. Both materials meet Coke’s sustainability criteria to identify plant-based ingredients for PlantBottle material. These guiding principles include demonstrating improved environmental and social performance as well as avoiding negative impacts on food security.
Less is More Small Packages Mean Big Win for Coca-Cola We’ve all heard the cliché ‘less is more’. After just one year on supermarket shelves, cliché has become real with sales data revealing the new Coca-Cola 250ml packs have outgrown demand for their larger alternatives. According to Lisa Winn, Coca-Cola South Pacific marketing director, the moderately sized 250ml packs were created in response to growing interest and demand for smaller pack sizes. “More people are now drinking our products, in smaller quantities,” she said. Launched in August 2014, the 250ml cans have since experienced a rapid rise to popularity amongst Coke drinkers, making up almost 12 per cent of total single serve sales down under as of August 2015. Following the success of the 250ml can Coca-Cola has been making strides to deliver what customers are asking for, with the 450ml bottle downsizing to 390ml, and the launch of a 250ml PET bottle range in mid-2016. “Right now it is clear that smaller packages are offering the perfect treat size refreshment,” Lisa said.
Variety Rules
Coca-Cola Germany Gives People More Choices with Mix & Match Crates Around the globe, the Company is focusing its efforts on providing more choice to consumers looking for low and no calorie alternatives. It’s no different in Germany where, according to Nielsen Home Market Sell Out Data, since 2014, the country has experienced a near 7 percent increase in purchases of 1-liter crate bottles of light soft drink beverages.
Coca-Cola is dedicated to providing more choice for consumers – from new beverage products and lower-sugar options to smaller portion sizes and broader access to the Coca-Cola portfolio. Delivering variety is far from a new concept for the company. In fact, it’s been a part of the company’s marketing and packaging DNA for decades— take Germany, for example, where consumers have been personalizing their Coca-Cola purchases for years. In Deutschland, Variety Rules Since the 1970’s, German Coca-Cola consumers have enjoyed “Mix-and-Match” shopping, taking their Coca-Cola branded crate to their neighborhood grocery store and filling them with twelve glass soda bottles. Rather than committing to a dozen of only one flavor, as seen in other markets, German consumers have had the ability to fill their crates with any Coca-Cola beverage of their choice. In Germany, this shopping experience still holds true today, but with added convenience. Rather than consumers lugging around heavy glass bottles, the company has shifted to refillable plastic bottles. With the Mix-and-Match offering, German consumers can try new Coca-Cola beverages and create an assortment that appeals to the different tastes in their household. And when they bring the crate, filled with empty bottles, back to the retail outlet many consumers continue to buy a new one with the products of their choice. The result? Increased brand loyalty and a personalized shopping experience critical to customer retention in a world where customization is king.
Taking note of the traction light soft drink beverages have had in the Mix-and-Match program, Coca-Cola Germany has subsequently armed its distributors with marketing materials to bring low and no calorie options front and center. One tactic includes providing digital downloads that highlight low and no calorie promotions for a grocery store’s weekly flyer. Arno Mölleken, a packaging expert at Coca-Cola Germany, explained “One of the most popular deals allows consumers to get two free drinks when they purchase a full 12-pack crate, and we make sure that retailers have the option of advertising with visuals that show low and no calorie sparking beverages.” By using marketing that prominently displays options other than Coca-Cola’s signature product, they are emphasizing the choice that’s available to the consumer. Mölleken shared that 80 percent of the company’s 1-liter refillable PET volume in the country is sold in complete crates.
Our global Workforce The Coca-Cola Company and system employ one of the most diverse workforces in the world, with employees from virtually every nation. We also have one of the largest Millennial workforces in the world¾a great source of passion, energy and innovation that is helping us transform our business. One group that is critically important to us is Millennial Voices, which is made up of a diverse set of young associates who help recruit and retain top talent by creating a more entrepreneurial culture. Modeled after the World Economic Forum’s Global Shapers program, Millennial Voices is a catalyst of change and insight into where the business and consumer landscapes are headed. Over the last two years, they have helped shape everything from new technology pilots and on‑campus recycling initiatives to employee benefits packages, flexible work policies and a reverse mentoring program.
Our Billion Dollar Brands Coca Cola Coca-Cola is the most popular and biggest-selling soft drink in history, as well as one of the most recognizable brands in the world. Created in 1886 in Atlanta, Georgia, by Dr. John S. Pemberton, Coca-Cola was first offered as a fountain beverage at Jacob’s Pharmacy by mixing Coca-Cola syrup with carbonated water.
Sprite Introduced in 1961, Sprite is the world’s leading lemon-lime flavored soft drink. Sprite is sold in more than 200 countries and ranks as the No. 3 soft drink worldwide.
Georgia Coffee
Powerade
Introduced in 1975, Georgia Coffee is the No. 1 ready-to-drink coffee brand in Japan. Led by Georgia Emerald Mountain Blend, the highly popular Georgia line-up includes more than 100 varieties of cold and hot coffees sold throughout Japan. In recent years the brand has also expanded to other markets, including China, South Korea, Singapore and India.
Powerade combines carbohydrates and electrolytes in a great-tasting sports drink to help provide energy to working muscles. It quenches thirst and replenishes minerals lost during sports or other intense activities.
Fanta Introduced in 1940, Fanta is our second oldest brand and our second largest brand outside the US. Fanta Orange is the leading flavor but almost every fruit grown is available as a Fanta flavor somewhere. Consumed more than 130 million times every day around the world, consumers love Fanta for its great, fruity taste.
Del Valle The Del Valle brand has its roots in Latin America and was acquired by Coca-Cola in 2007. In 2010, the brand reached billion-dollar status. It has a diverse juice line-up, ranging from 100% juices and nectars to juice drinks, and is available in different, convenient packaging for the whole family.
Diet Coke Diet Coke, also known as Coca-Cola light in some markets, is a sugar- and calorie-free soft drink. It was first introduced in the United States on August 9, 1982, as the first new brand since 1886 to use the Coca-Cola Trademark. Today, Diet Coke/Coca-Cola light is one of our largest and most successful brands, available in more than 185 markets around the world.
Coca-Cola Zero
Minute Maid
Launched in 2005, Coke Zero was The Coca-Cola Company’s largest product launch in 23 years. It reached billion-dollar status in 2007. Coca-Cola Zero offers great Coke taste, uplifting refreshment and zero sugar.
Minute Maid has been making juice for more than 60 years and has a heritage of nutrition, innovation, and quality. In 1945, the U.S. Army ordered 500,000 pounds of powdered orange juice from the Florida Foods Corporation, which later renamed itself Vacuum Foods and then finally the Minute Maid Corporation. The Minute Maid Corporation was acquired by Coca‑Cola in 1960, marking its first venture outside of soft drinks.
Vitaminwater
Ice Dew
Gold Peak
Glacéau vitaminwater is a range of flavored waters with added vitamins and minerals. Glacéau vitaminwater is a convenient way to get more of the nutrients you need throughout the day. The brand was created in New York in 1996 by entrepreneur Darius Bikoff and has since become a leading brand in the ingredient enhanced water category in the U.S. Coca-Cola acquired vitaminwater in 2007.
Ice Dew is a popular bottled water brand in China. It is is offered in two varieties: mineralized and purified. It was launched in mainland China in 2001, and a sub-brand, Ice Dew Chun Yue (“Pure Joy”), hit the market in 2014 with a focus on millennial consumers through the “Trust in Every Drop” tagline. A portion of Ice Dew Chun Yue sales supports the Clean Water Project initiative developed jointly by Coca-Cola China and ONE Foundation, a local NGO. The project installs water purifiers in rural schools across China.
Gold Peak, introduced in 2006 in the U.S., is a high-quality ready-todrink iced tea with an authentic home brewed taste. Gold Peak is made with high-quality tea leaves, real sugar (all flavors excluding Unsweetened and Diet), no preservatives and pure filtered water to craft our one-of- a-kind home brewed taste. It reached billion-dollar status in 2014.
The art of Entrepreneurship Jocelyn Pacrin and Marlene Costa live more than 12,000 miles from each other in very different communities and have never met each other, yet they have quite a bit in common. Both women are hardworking artisans who make beautiful items from recycled beverage packaging, and both are loving mothers who dream of a better life for their children and future generations. Jocelyn Pacrin is an artisan and single mother of four living in a squatter’s area of Manila in the Philippines. While she struggles financially to raise her children on her own, she’s optimistic about her future after separating from an abusive and drug-addicted husband. She now rents a tiny room for her large family and dreams daily of providing a formal education and a promising future for her children. And she’s making her dreams come true. Jocelyn received artisan training from the Philippine Community Fund. The Philippine Community Fund is a partner of 5by20, The Coca-Cola Company’s initiative to enable the economic empowerment of 5 million women entrepreneurs across its global system by 2020. In her training courses, she learned with other women how to make jewelry, handbags and accessories from beverage can pull tabs and other recycled beverage packaging.
The art of Entrepreneurship Marlene Costa of Brazil is one of the proud founders of her small village Acajatuba in the Amazon. The hardworking mother of six and grandmother of eight travels by canoe into the forests to collect sustainable natural elements such as tree fibers and seeds. These, along with recyclable materials such as bottles and cans, are used to make beautiful jewelry and accessories. With helpful design support and craft training, the group of passionate and creative artisans she leads is inspiring and enriching their village. In addition to improving the natural environment with waste recycling, their unique, contemporary pieces are sold all over the world.
Making these beautiful items with her hands helps her harness her creativity into income for her family and her community.
“I’m inspired to work hard to provide for their needs,” Jocelyn says. Working with a close-knit group of women artisans has also given Jocelyn a ready-made support group as she enters this new chapter of her life. The women work as a team, helping each other and providing inspiration when times are tough. Jocelyn’s advice to women everywhere rings true in the positive and hard-working way she lives her own life: “Be strong, never stop believing in yourself, and follow your dreams.”
“Initially we struggled,” says Marlene, who started the artisan work in 1992 in hopes of increasing her family income. “We depended on tourists visiting us. There were months when nobody came.” The artisan group Marlene leads had the opportunity to develop their business and receive additional training through 5by20. The artisans were partnered with an established designer to learn new designs, more efficient techniques and marketing skills. Though the introduction of more recyclable materials into the line of products, the group is now flourishing, making unique, contemporary pieces to be sold all over the world. The village has also benefitted from the artisan group’s success. As Marlene continues to inspire and enrich the lives her family, teammates and the people of her village, she is inspired by them as well. “When I see the group growing, I feel very proud and happy to be coordinating a beautiful group like this one,” she said.
COCA-COLA POLAND PROPELS ACTION ON FEMALE EMPOWERMENT Coca-Cola Poland is highlighting the economic potential of women with a new report published with the consultancy Deloitte. The study, titled “Women’s Labour and Entrepreneurship Potential to be unlocked in Poland”, explores the benefits associated with the social and economic advancement of women in the country. It has been produced as part of Coca-Cola Poland’s local 5by20 initiative promoting female empowerment. Although Poland is one of the fastest-developing countries in Europe, it faces a significant shortage of workers. By 2020, the country’s workforce is expected to drop by 5 million people, with a rapidly aging workforce being one of the contributing factors. To sustain its strong economic performance, Poland needs to make full use of its labor potential, and the key to this will be unlocking the potential of women.
Closing the Gender Gap According to the Coca-Cola study, only six in 10 women in Poland are employed -- far below the EU average. Coca-Cola aims to show that improving access to the female talent pool not only provides social benefits, but makes economic sense. The report shows that if 533,000 women join the labor force, the Polish GDP could grow by as much as 1 percent by 2025, accounting for €37 billion (PLN 180 billion). Coca-Cola Poland presented the report to media and stakeholders at the annual Labour Market Forum, organized by Poland’s Union of Employers and Entrepreneurs. The presentation was followed by a panel discussion, where Anna Solarek, PAC director, Coca-Cola Poland, was joined on stage by Jadwiga Emilewicz, Deputy Minister of Development and Bartosz Marczuk, Deputy Minister of Labor, alongside several economists and sociologists. Coca-Cola highlighted the Success is Me program, run in incollaboration with the country’s longest-running female empowerment organization, “Success written in lipstick.” Since its start in October 2016, the program has helped 500 female entrepreneurs with career training, and 2,000 more continue to develop their professional skills on the e-learning platform. The event and report presentation received high-profile coverage in the media. The event was aired live on one of Poland’s leading Internet portals (Interia.pl), and 60 articles have been published so far.
For more Information, Contact us at: Address The Coca-Cola Company P.O. Box 1734 Atlanta, GA 30301, USA Phone 1.800.GET.COKE (800.438.2653)