The Coca-Cola Company offers a broad range of soft drink brands, including carbonated soft drinks, juices, waters and sports drinks, to suit tastes across the globe for all generations. Coca-Cola is the most recognised trademark in the world, with 94% global recognition. It is also commonly thought that it is the second most widely understood word in the world, after ‘OK’. Through the world's largest distribution system, consumers in over 200 countries enjoy the Company's products at a rate of more than 1 billion servings each day. The strength of this global success lies in the relevant local connections that Coca-Cola builds with its consumers every day. This is the thinking behind the strategy – Think Local, Act Local. Although Coca-Cola is a global product with a universal appeal, the Company actually operates in local environments around the world, with each country having its own unique needs and requirements. Mission Statement: The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business The World’s Favourite Soft Drink Think Local, Act Local • The Coca-Cola Company is the world's largest beverage company and is the leading producer and marketer of soft drinks. • Along with Coca-Cola, the Company markets four of the world's top five soft drink brands, including diet Coke, Fanta, and Sprite. • In 1 923, the then Chairman, Robert Woodruff, said “Coca-Cola should always be within arm’s reach of desire.” Worldwide, The Coca-Cola Company is still committed to fulfilling this challenge.
Transcript
The Coca-Cola Company offers a broad range of soft drink brands, including carbonated soft drinks, juices, waters and sports drinks, to suit tastes across the globe for all generations.
Coca-Cola is the mostrecognised trademark in the world, with 94% global recognition. It is also commonly thought that it is the second mostwidely understood word in the world, after ‘OK’.
Through the world's largest distribution system, consumers in over 200 countries enjoy the Company's products at a rate of more than 1 billion servings each day.
The strength of this global successlies in the relevant local connections that Coca-Cola builds with its consumers every day. This is the thinking behind the strategy – Think Local, Act Local. Although Coca-Cola is a global product with a universal appeal, the Company actually operates in local environments around the world, with each country having its own unique needs and requirements.
Mission Statement: The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business
The World’s Favourite Soft Drink
Think Local, Act Local
• The Coca-Cola Company is the world's largest beverage company and is the leading producer and marketer of soft drinks.
• Along with Coca-Cola, the Company markets four of the world's top five soft drink brands, including diet Coke, Fanta, and Sprite.
• In 1923, the then Chairman, Robert Woodruff, said “Coca-Cola should always be within arm’s reach of desire.” Worldwide, The Coca-ColaCompany is still committed to fulfilling this challenge.
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• In 1899, Benjamin F. Thomas and Joseph B. Whitehead secured with Asa Candler the exclusive rights to bottle and sell Coca-Cola in the U.S.
• In 1919 the Candler family sold The Coca-Cola Company to Atlanta banker Ernest Woodruff and a group of business men for $25 million.
Thinking that the two Cs would look good inadvertising, Dr Pemberton's partner and book keeper, Frank M. Robinson, suggested the name and penned the now famous trademark Coca-Cola in his flowing script known as ‘Spencerian script ’.
• After Pemberton’s death in 1888, his rights were purchased by Asa G. Candler who by 1891 had sole ownership of the formula for the sum of $2,300.
In 1892, The Coca-Cola Company was formed.
Early Sales
The Coca-Cola Company
• Coca-Cola was first sold at a soda fountain in Jacobs ' Pharmacy in Atlanta for 5 cents a glass.
• During the first year, sales of Coca-Cola
averaged nine drinks a day, adding up to total sales for that year of $50.
Coca-Cola was first invented on May 8th 1886 by Dr John Stith Pemberton in Atlanta, Georgia, U.S.A.
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Coca-Cola was first enjoyed in Great Britain over 100 years agoand is the number one carbonated soft drink in the country
Acquisitions
In 1999 The Coca-Cola Company purchased the soft drinks brands of Cadbury Schweppes plc in various countries including Great Britain which
resulted in the extension of our existing product range diet Coke, Cherry Coke, Fanta,
Sprite, Lilt and Five Alive to include the Schweppes
range, Dr Pepper, Oasis, Kia-Ora and Malvern water.
• Coca-Cola first came to Great Britain in 1900, when Charles Candler, son of the Company’s founder, AsaCandler, brought a jug of Coca-Cola syrup to England on a holiday visit.
• It was first sold regularly in Great Britain through soda fountain outlets, which included Selfridges and The London Coliseum, in the early 1920s.
Manufacturing
• The Coca-Cola Companybegan bottling in Great Britain in a small plant in Brighton in 1932 and by 1939 there were seven bottling plants across the country.
• In 1961 Coca-Cola was first marketed in cans, filled by local contract canners.
Then in 1976, the first Company canning plant was opened in Milton Keynes.
• At that time, the plant was at the forefront of technology, capable of filling 1,500 cans per minute. Today, our bottler has seven cans lines which, if all running at the same time, would produce over 11,000 cans a minute.
Coca-Cola has been advertising at Piccadilly Circus since 1954, with the most recent innovation to the present site taking place in 1998, when state-of-the-art technology was introduced. In Dec 2002, Coca-Cola Great Britain announced the intention to more than double the size of the sign.
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• Samuelsson’s search for inspiration found himporing through the pages of the EncyclopaediaBritannica where the image of a cocoa bean set him thinking. His work resulted in the uniquedesign of the Original Coca-Cola Glass bottlewhich was given a patent in 1915, went intoproduction the following year and consequentlybecame one of the most iconic pieces ofpackaging design of the 20th Century.
• The bottler, Benjamin F. Thomas, recognised the requirement for a completely unique and easily recognisable bottle for Coca-Cola and in 1915 wrote a short brief which landed in the hands of Alexander Samuelsson, a Swedish innovator whose passion was working with glass.
The Original Coca-Cola Glass bottle has also attracted the attention of some of the world’smost influential icons including U.S. Presidents, Eisenhower and Kennedy; rock ‘n’ roll icons, The Beatles and Elvis Presley; plus cutting-edge style gurus Terry O’Neil and Terence Conran.
In 2002, a unique lifestyle collection wasdesigned with some of Great Britain’s most influential young artists/designers who each used the Original Coca-Cola
Glass bottle as the inspiration behind their one-off pieces. These included a set of glasses, a sumptuous red velvet sofa, a limited edition remix record and a silver corset.
The Original Coca-Cola Glassbottle has been an inspiration to many people: pop artist AndyWarhol, whose background lay in advertising, was taken with the powerful image of the bottle. He initially hand drew it and then screen printed repetitiveimages on large canvasses todramatic effect.
Inspirational icon
“We need a Coca-Cola bottle which a person will recognise even if he feels it in the dark”
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• This was the first time a flavour has been added to diet Coke since its launch.It offers consumers their favourite diet Coke with a refreshing citrus taste.
We offer a wide range of soft drinks to suit all tastes to ensure that our brands remain the first refreshment choice
for every generation
• Coca-Cola is the world’s best known brand and the number one soft drink in Great Britain.[1]
• The Coca-Cola brand will always be our number one focus but product innovation plays a vital role in our business and our future.
Coca-Cola
Diet Coke with LemonDiet Coke – was first introduced in Great Britain in 1983 with caffeine free diet Coke being introduced in 1988. Diet Coke
is the most popular diet soft drink in the world and is the number two soft drink in Great Britain, after Coca-Cola.[1]
Diet Coke
Cherry Coke
Cherry Coke – was launched in 1986 for those with a “do something different” attitude to life!
Vanilla Coke and Vanilla diet Coke
launched in Britain in April 2003. This new addition to the Coca-Cola brandoffers the much loved taste of Coca-Cola
and diet Coke combined with a smoothhint of vanilla flavour.
Vanilla Coke
[1] AC Nielsen RMS (Value) 2002
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• Fanta Icy Lemon was introduced in February 2001, in response to thousands of calls from British holidaymakers who wanted to bring the taste of summers abroad back home. Fanta light
Icy Lemon was launched in November 2002.
• Fanta Fruit Twist and Fanta Zesty Berry were launched in February 2002 and February 2003 respectively.
Fanta
• Fanta is the number one selling fruit flavoured carbonated soft drink in GB.[1]
• Fanta Orange has been tantalising the taste buds of Britain since 1960, with Fanta light
Orange being launched in 1989.
Powerade is an isotonic sports drink, launched in 2001, developed by scientists to help people participating in sports activity or exercise perform at their best for longer. It helps prevent dehydration and delay the onset of muscle fatigue during exercise thanks to its unique Liquid8 System, an optimum combination of fast acting carbohydrates, minerals and electrolytes. Powerade comes in three flavours Citrus Charge, Gold Rush & Ice Storm.
• Lilt, unique to Great Britain and Ireland, was introduced in 1975. Its ‘totally tropical’ taste brings the Caribbean feel good feeling into the lives of those who drink it. Lilt light and Lilt Mango & Mandarin were introduced in 1987 and 1994 respectively.
• The Lilt ladies first appeared in advertising in 1998.Their Caribbean perspective results in a fresh and humorous take on life.
Dr Pepper
Lilt
• Dr Pepper first came into existence in 1885, when it was invented by a pharmacist, Charles C. Alderton in Texas, U.S.A. With a secret blend of twenty three different flavours, Dr Pepper was named after the owner of the pharmacy,Dr Charles Pepper.
• The brand, which is the number five carbonated soft drink in the USA[2], was introducedinto Great Britain in 1995.
Powerade
Sprite and Sprite light hit the streets of Britain in 1989 and Sprite is now the world’s best sellinglemon and lime drink.[2]
Sprite
[1] Canadean 2002
[2] Canadean 2001
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• In 1833 Schweppes received the Royal Warrant and was subsequently invited to be sole supplier of soft drinks at the Great Exhibition of 1851.
• Malvern, ‘The Original English Natural Mineral Water ’ has been bottled at source since 1851 at the Primeswell Spring, in the Malvern Hills, Worcestershire. However records suggest that Malvern water may have been available from as early as 1620.
• Malvern launched its first ever print advertising campaign at the end of 2002 with the strapline ‘Not quite Middle England’. The advertising coincided with the brand’s re-launch which saw a change to the pack artwork. The pack design takes its inspiration from the granite over which Malvern water is naturally filtered.
Rose’s – the brand’s heritage dates back to the mid 1880s when it was developed by a maritime entrepreneur Lauchan Rose, from Scotland. Famous for its high quality lime cordial, Rose’s has been part of theSchweppes portfolio since 1969.
Burn a night time energy drink targeted at the style conscious, with a focussed presence in style, youth orientated bars and clubs in major cities, was launched in October 2000.
Schweppes
Burn
MalvernRose’s
• Schweppes was founded by German born Swiss jeweller and amateur scientist, Jacob Schweppe in 1783 when he discovered a way of producing carbonated water on a commercial scale.
• Schweppes first came to Britain in 1792 when Jacob Schweppe opened his first factory in Drury Lane, London. By 1835, the company was selling not only mineral water, but soda water and lemonade in glass egg shaped bottles designed specifically to hold aerated water.
• Schweppes has been using the strapline Sch... You Know Who? since1965 when the actor William Franklin appeared in the first TV ads for the brand. In 2001
Sch... You Know Who?
was revived in its current award-winning print advertising campaign.
• The Schweppes
product range includes its classic Lemonade, original Bitter Lemon, Indian Tonic Water, Soda Water, Ginger Ale, juices andCanada Dry Ginger Ale.
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• Disney Winnie The Pooh Roo Juice has been specially developed for younger children and was launched in August 2002. Disney Winnie The Pooh Roo Juice is a fruit juice drink with no added sugar, no artificial sweeteners, preservatives, colours or artificial flavourings.
• Oasis, is a blend of fruits in a refreshingly still drink which was launched in Great Britain in 1995.
• Oasis currently comes in five flavours Summer Fruits,Summer Fruits light, Citrus Punch, Blackcurrant
and Classic Lemon with new and improved flavours planned for 2003.
• In 2002, Oasis ran outdoor advertising which featuredthe fantasy style art of Boris Vallejo.
Kia-Ora
Disney Winnie The Pooh Roo Juice
Five Alive
Five Alive, which launched in Britain in 1981,is a five fruit blend family juice drink. The brand was re-launched in October 2002 with three core flavours, Citrus Burst, Berry Blast and Tropical Hit.Each of these is fortified with appropriate vitamins and minerals and contains no artificial flavours, colours or preservatives. They’re full of five fruit flavour for all the family to enjoy.
Kia-Ora is the UK’s number three branded squash.[1] The name Kia-Ora came from the Maori word meaning ‘good health ’. Kia-Ora was first created in Australia in 1903 and launched in Great Britain in 1917.
• It comes in three apple-based flavours – Winterbury (with blackcurrant), Summerberry (with strawberry) and Autumn Apple (with grape).
• Designed to nurture a child’s imagination, Disney Winnie the Pooh Roo Juice packs feature illustrations of Winnie the Pooh and friends, as well as quick, fun quizzes for parents to enjoy with their children.
Oasis
[1] Canadean 2002
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• The sole licensed franchise bottler forour brands in Great Britain is our co-partner Coca-Cola Enterprises Limited (CCE).
• CCE is the largest soft drinks producer in Great Britain and is responsible for local manufacture and distribution of our products.
• CCE has six manufacturing plants and seven distribution centres throughout our region. One of their production plants, based in Wakefield, is Europe’s biggest soft drinks production complex and is capable of producing 120 million cases per year at that site alone. In 2002, CCE produced 3 billion litres of soft drinks.
As part of their operations Coca-Cola Enterprises Limited distribute our products to a wide range of outlets across Great Britain, taking thousands of orders a year.
• Retailers – ranging from large multiple supermarkets to corner shops, newsagents and petrol forecourts
The Coca-Cola Company worldwide operates a franchise system supplying syrups and concentrates
to over 1200 bottling operations around the world
• We consider the consistent high quality of our products to be one of our businesses ’ primary responsibilities and take great pride in ensuring that we are offering our consumers products of the highest quality.
• In everything that we do, from the selection of ingredients to the manufacture of our products and their delivery to the market place, we use our specialised quality management system, The Coca-Cola Quality System (TCCQS).
• The Coca-Cola Great Britain and Ireland Division now leads the world in the implementation of TCCQS.
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• In Great Britain, the Non Alcoholic Beverage sector is made up of the following categories: Total Soft Drinks (41%), Tea (32%), Coffee (24%) and Milk/Milk Drinks (3%).[1]
• Annual per capita consumption of Soft Drinks for Great Britain is 204 litres, compared to 255 in Germany, 268 in Belgium and 377 in U.S.A.[1]
• Per capita consumption for tea and coffee is 155 and 113 litres respectively.[1]
Carbonated Soft Drinks
• In Great Britain, carbonated soft drinks represent 48% of the Total Soft Drinks Category.[1]
• In 2002, the products of Coca-Cola Great Britain accounted for approximately 45.8% of all carbonated soft drink sales in the country.[1]
• Coca-Cola is the number one soft drink in Great Britain, and diet Coke is number two.[2]
There are many factors that affect the growth of the soft drinks category such as:
• Availability
• Disposable income
• Product innovation
• Marketing
• Weather
• Price
Coffee 24%
Soft Drinks 41%
Tea 32% by volume
Milk/Milk Drinks3%
Category Factors
• Per capita consumption of soft drinks in Great Britain has grown by 24% over the last six years[1] and there is therefore opportunity for continued growth.
• In 2002, nearly 12 billion servings of Coca-Cola
products were enjoyed in Great Britain.[3]
GB per capita consumption of soft drinks
We operate in the Non Alcoholic Beverage Sector
• Coca-Cola is continuously looking to deliver against consumer needs and uses consumer insights, through extensive consumer research, to help shape progressive new solutionsto packaging and product offerings.
Consumer Research
220
200
180
160
140
120
100
Litr
es p
er P
erso
n
1996
[1] Canadean 2002
[2] AC Nielsen RMS
(value) 2002
[3] The Coca-Cola Company
1997 1998 1999 2000 2001 2002
164
171170
183188
198204
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Successful Marketing
• The 2002 FIFA World CupTM saw Coca-Cola
encouraging fans to ‘Eat Football, Sleep Football, Drink Coca-Cola ’ through a multi-faceted programme of innovative marketing activity including bringing the FIFA World CupTM Trophy to England for fans to touch and lift in a whirlwind one-day tour.
Promotions
• 2001’s Music4You
promotion ran in conjunction with The Sun and News of the World newspapers. It offered consumers the chance to bid online for great music experiences and collect tokens for a massive range of music items.
• Cokeauction – Coca-Cola Great Britain launched in 2000 its first internet based interactive promotion, cokeauction, giving consumers the opportunity to bid with “Coke credits” for thousands of unique items and ‘money can’t buy’ experiences. The groundbreaking activity, which received a number of awards, was the first ever online auction using virtual currency making it both original and innovative.
• Also, in a first for the FIFA World CupTM
, Coca-Cola invited consumers to design a perimeter board ad to support the football teams out in Japan and Korea. The winning design from England by 7 year old Adam Hindle from Huddersfield, featured pitchside at all of England’s FIFA World Cup
TM
matches.
• The success of our brands can be attributed not only to their great taste, but also to the innovative and creative marketing programmes that are initiated each year.
• The Coca-Cola Company uses a variety of techniques to promote its brands including sales promotions, advertising, public relations,packaging and sponsorship.
• These activities are created locally, to ensure that they are relevant to our consumers in Great Britain. On this page we describe some of our recent marketing initiatives.
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To celebrate the unique iconic shape and sensual form of the Original Coca-Cola Glass bottle as the ultimate brand experience, Coca-Cola Great Britain launched a number of initiatives in 2002.
• A summertime television advertisement ‘Mowerman’ showed the thirst quenching appeal of drinking from a refreshing ice cold glass bottle.
• Also, a national outdoor advertising campaign, with four stylish executions, celebrated the unique shape and form of the Original Glass bottle in contrast to the curves and silhouette of the human form, with the strapline ‘Get your Hands on a Contour ’.
• The exhibition of the ‘Contour ’ lifestyle collection was supported by a strong PR campaign – see Original Glass bottle pagefor details.
‘Schweppes ’ re-launched the ‘Sch…You Know Who?’
strapline at the end of 2001, with a stylish and award-winning print advertising campaign that usedthe work of Alison Jackson, an artist well known for creating stylish and playfully witty photographs of lookalike celebrities, capturing them in theirsupposed unseen off-guard moments.
Christmas 2001 saw Coca-Cola unveil the record-breaking World’s Biggest Advent Calendar on the side of Birmingham’s Town Hall. The huge scale of the 3D calendar gave a sense of festive drama to the city centre, while themed events brought the community together as eachwindow came to life every day with music, fireworks and, on Christmas Eve, Father Christmasappeared with ‘real’ snow.
Advertising & PR
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Coca-Cola has created some of the most memorable, timeless and innovative advertising in the world
Global Advertising Local Advertising
• The first ever Coca-Cola advertisement was an oil cloth sign, bearing the phrase ‘Delicious and Refreshing ’. Over the decades, Coca-Cola
has used advertising slogans which are well remembered and are still relevant to the brand today.
• In the 1970s and 1980s, the Company created hit songsfrom its advertising. “I’d like to Teach the World toSing” provided the New Seekers with a No.1 hit and “First Time, First Love” by Robin Beck catapulted to the top of the UK pop charts in 1988.
• Although a campaign theme may be worldwide, advertisements will be created for individual countries to ensure they are relevant to the consumers in that region.
• In Great Britain for example, where football is a passion, the ‘Eat Football, Sleep Football, Drink Coca-Cola ’ advertising campaign was very successful in reinforcing the link between Coca-Cola and football.
Diet Coke has a sexy image builton television adverts such as theinfamous ‘11.30 break ’ campaignfeaturing the hunky windowcleaner and the more recent ‘Taste the Moment ’ advertising campaign, which were suggestive, witty and playful.
• Our 2002 World Cup ad was an animated ‘zero to hero ’ story of ‘Leggsy ’, a three-legged boy who realises every football fan’s dream of scoring the winning goal for England at the FIFA World Cup
TM
.
Father Christmas, as we know him with red suit, long beard and jolly face, was first illustrated with those characteristics for a Coca-Cola
advertisement back in the 1930s. The famous images were illustrated by Swedish artist Haddon Sundblom and feature on Christmas packs of Coca-Cola each year.
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• Our Five Alive and Disney Winnie the Pooh Roo Juice
products are sold in Tetra-Pak cartons, made from multi-layers of board, (using paper from a renewable resource) with some polyethylene and aluminium. Disney Winnie the Pooh Roo Juice
launched in August 2002 with a new-style 180ml Tetra-Wedge specially designed for younger children to limit wastage and spillage. This was the first time the wedge-shaped carton had been seen on-shelf in GB.
The Coca-Cola Company creates innovative packaging to meet consumers’ needs
Over the years, The Coca-Cola Company has pioneered the development of lightweight, convenient packaging and innovations such as six packs, litter-free ringpulls and vending technology. Our cans use 35% less aluminium and some of our bottles use up to 40% less plastic and 15% less glass than when first introduced.
• The brands are packaged to suit all requirements from single aluminium cans (150 & 330ml) and 500ml plastic PET bottles for when you are drinking on the move, to multipacks and 1.25, 1.5, 2 and 3 litre plastic PET bottles for home and family
consumption. Glass bottles and dispensed productsare supplied in outlets like restaurants and bars.
• In Great Britain, changing demographics and the growing number of two-person households drove the 2002 launch of a new sized 1.25 litre bottle for Coca-Cola,diet Coke and Fanta.
Innovation Coca-Cola Bottle
Range of Packs
Tetra Pak
In April 2002, Fanta introduced its ownspecially designed plastic PET bottle with aunique embossed grip giving it a fun andmodern bubble effect. Then in October 2002,Fanta launched the same distinctive curvydesign in a 330ml glass bottle in pubs andbars. The glass bottle is decorated with avibrant and colourful pressure-sensitive label.
Fanta Bottle
• In October 2002, Five Alive was re-launched with a new shaped pack. The 250ml carton now has a unique octagonal shape making it easier to hold and has a peel back foil for easy drinking. It is known as the Tetra Prisma pack.
• The 500ml Coca-Cola plastic (PET) bottle is a great success, combining the powerful shape of the Original Glass bottle with a revolutionary new light-weight pack...
• ...and combining classic with contemporary, the famous Original Glass bottle returned to Great Britain in 1997 for the first time in a 330ml serving.
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• In England and Scotland, Coca-Cola has earned its place in the fabric of football, through its history of support of Football Associations, grass roots and school development programmes, and Coca-Cola Cups.
• Hundreds of thousands of young hopefuls have learned their first skills through the Football Development Programme, which Coca-Cola sponsored from 1978-2002, helping them to develop the essential values of good behaviour and fair play.
• In 2002 Coca-Cola joined with the English Schools Footbal Association (ESFA) to launch the U13 Coca-Cola National Schools Cup – the biggest national schools tournament in the country for under 13 boys and girls teams.
• While in Scotland the Coca-Cola 7’s U13competitions give boys and girls the dream opportunity to play at the famous Hampden ground.
Coca-Cola has a long-standing heritage of supporting sportranging from grass-roots programmes to global sporting events
Coca-Cola and sports are a natural fit. Coca-Cola strives to be everywhere people gather for fun, enjoyment and good times – all of the things that make sports popular for so many fans around the world.
Football
• In 2001 Coca-Cola
further strengthened its support of top level English domestic football in the signing of a three year deal to sponsor ITV1’s The Premiership weekly football highlights programme, showing some of the best football action on television.
Internationally Coca-Cola has sponsored every FIFA World Cup tournament since 1978, has maintained an unbroken presence at every Olympic Games since1928 and sponsors the UEFAEuropean Championships, theWorld Championships in Athleticsand the Rugby World Cup.
WORLDWIDE
In Wales, where Rugby is the national sport, Coca-Cola sponsors the Welsh Rugby Union offeringsupport to the game at alllevels from the Dragon’sTrust (Youth DevelopmentSection of the Welsh RugbyUnion) through to the national team.
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Coca-Cola has been associated with The Lawn Tennis Association Championships at Wimbledon since 1975. In 1996 diet Coke announced an exciting five year partnership as the official Carbonated Soft Drink for The Championships supported by advertising, PR and promotional campaigns. Since 2001, Coca-Cola
continues to be the official supplier to The Championships.
• Powerade has sponsored a number of leading sports people who are at the top of their game and demonstrate real passion for their chosen sport, for example Liverpool and England football player, Steven Gerrard and England Rugby player, Jason Robinson.
• Powerade is also the official sports drink for a number of sports teams and clubs including Scottish Rugby Union, Sale Sharks RFC and Rangers FC.
Sprite Urban Games
Wimbledon
Powerade
• Sprite Urban Games is GB’s leading celebration of urban street culture and is in its fifth year.
• The event, which takes place on Clapham Common in London, invites seasoned skate fans and the skate curious, to express themselves through a variety of street disciplines, including skateboarding, BMXing, aerosol art and breakdancing. In 2002, the event attracted the largest ever crowd of 25,000.
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Wherever Coca-Cola does business we strive to be trusted partners and good citizens
COMMUNITY
We aim to achieve this through four principle areas of citizenship in the:
• Community • Workplace
• Environment • Marketplace
• We are committed to managing our business with a consistent set of values – honesty, integrity, diversity, quality, respect, responsibility and accountability. That is the essence of the Coca-Cola Promise – to benefit and refresh everyone that is touched by our business.
• The mission of Coca-Cola Great Britain is to help young people to achieve their personal best, and we aim to achieve this through three key strategies – supporting education, encouraging physical activity and improving the environment.
• The Coca-Cola Valued Youth programme is an initiative cross-age reading/tutoring scheme which enables secondary school students to reflect upon their own learning and make choices and changes towards a more positive future.
• The initiative helps to build young people’s self-confidence and esteem by training them to tutor primary pupils and help them to enjoy reading over the course of the year.
• As part of the Company’s global three year partnership with Warner Brothers’ Harry Potter films which commenced in 2001, Coca-Cola will be bringing an extra benefit to the young people participating in Valued Youth. In recognition of their achievements, Coca-Cola will enable them to donate 300,000 books of their choice to a local school or community library during this period.
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• Outward Bound Trust – supported since 1982. Outward Bound Trust enables disadvantaged young people to have access to safe adventure experiences inspiring them to fulfil their potential through challenging outdoor activity.
• Variety Club – supported since 1982. The Variety Club Children's Charity exists to improve the quality of life for sick, disabled and disadvantaged young people throughout the country.
Coca-Cola Great Britain established The Coca-Cola YouthFoundation in 1995. The Foundation is fully funded by the Companyand its primary focus is to provide a positive contribution to thedevelopment of youngsters, mainly teenagers, through education,physical, cultural or artistic pursuits.
Coca-Cola Great Britain is also committed tobeing an active citizen in the local communitywhere our office is based in the Hammersmithand Fulham Borough, London by supporting a number of environment, sports and arts initiatives.
The Per Cent Club
Local Community
Coca-Cola Great Britain has been a member of Business in the Community (BITC) since 1988 and is a member of The Per Cent Club, a group of leading national and international companies thatare committed to making a significant contribution to the communities in which they operate. To qualify for membership, businesses must contribute not less than 0.5% of pre-tax profits to the community.
The Coca-Cola Youth Foundation
Coca-Cola Great Britain has supported a variety of organisations including the following:
• Special Olympics GB – supported since 1978. Special Olympics enables people with a learning disability to acquire, through sport, the confidence and social & life skills that will help their inclusion in society.
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Coca-Cola Great Britain believes that responsible stewardship of the environment is a top priority
• Our approach to environmental issues is guided by a simple principle: we will conduct our business in ways that protect, preserve and enhance the environment.
• In particular we focus our efforts on four key environmental areas – water, energy efficiency, anti-litter and internal environment management.
• In Great Britain in particular we concentrate our environmental efforts on those areas particularly relevant to the soft drinks industry, namely litter and recycling.
• We have always recognised litter to be a behavioural problem, and are committed to helping to alleviate the total problem as well as addressing specific litter issues.
• All our packaging carries the Tidyman symbol.
Since 1965 Coca-Cola Great Britain has supported ENCAMS, formerly known as the Tidy Britain Group. We were proud to receive, in 1992, the Group’s prestigious Queen Mother’s Birthday Awards Trophy in recognition of our efforts over the previous decade. Our support has included:-
• People and Places – which supports local authorities in their efforts to keep the environment clean.
• The National Spring Clean initiative, recently renamed Just Bin It – which takes place each April and involves schools, business organisations and local authorities tidying-up local ‘grot spots’.
ENVIRONMENT
ENCAMS
Sweeper Zone
• In particular Coca-Cola Great Britain has developed with ENCAMS an exciting new football based community initiative called ‘Sweeper Zone’.
• The programme encourages fans and the community to take pride in their local environment by creating a physically marked zone around a football stadium called the Sweeper Zone.
• The programme has received support from Rt Hon Michael Meacher MP and the Football Association.
Litter
Liverpool FC and Liverpool City Council support Sweeper Zone
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• All the packages for the products of Coca-Cola Great Britain are capable of being recycled. In this country, our consumers have shown a preference for convenient, non-refillable packages, which, provided adequate collecting and recycling facilities exist, are equally as environmentally friendly as refillable packages.
• Coca-Cola Great Britain was the first major sponsor of Save-a-Can, which, operating on a national basis, collects cans of both steel and aluminium, irrespective of their use.
Our policies are designed to provide an excellent working environment and to be responsive to employee concerns. Examples of key activities and policies include an employee representative group, a continuous learning development programmeand the code of business conduct.
• People have been enjoying Coca-Cola all over the world for more than 115 years. Adopting a balanced diet and an active lifestyle are important steps in attaining good health. Water is vital for life and we need to consume at least 2 litres of fluid every day. Soft drinks contain up to 95% water and are one way of ensuring we get enough fluids. We offer a variety of beverage choices and encourage physical activity through significant community programmes.
WORKPLACE
INCPEN
eKOsystem is an internal framework for successfully managing our environmental performance worldwide. Examples of our commitment are to:
• Ensure that we use recycled material, including in all stationery, whenever possible throughout the system.
• Establish systems within our offices for the collection of all used cans and plastic cups, stationery and laser print cartridges for delivery into recognised recycling systems.
Coca-Cola Great Britain was the founder of the Industry Council for Packaging and the Environment (INCPEN) in 1974. The main purpose of the Council is to promote environmentally responsible and cost effective policies on packaging. Coca-Cola Great Britain has co-sponsored a variety of school education materials produced by INCPEN.
Recycling
MARKETPLACE
• We have a long-standing policy of not advertising carbonated soft drinks to children under 12.
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