Your SlideShare is downloading. ×
Lessons Learned
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Lessons Learned

182
views

Published on

An overview of some key lessons I learned while working on sustainability at Coca-Cola

An overview of some key lessons I learned while working on sustainability at Coca-Cola


0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
182
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
1
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Lessons learned working on Sustainability at
  • 2. Be True to Who You Are People will notice when you aren’t true to your nature as a brand. Washington DC insiders told us “even on the most serious topics, don’t forget you’re Coca-Cola. We expect you to entertain while you explain.”
  • 3. Every Brand Can Incorporate Sustainability….carefullyEvery brand must find its uniqueintersection with sustainabilitythat highlights its strengths whilerecognizing its weaknesses. The sports team at Coca-Colawanted to talk about Climatecommitments through itssponsorship with NASCAR.Needless to say, they were steeredto focus on recycling and NASCARcommunity support instead.
  • 4. Sustainability Doesn’t Mean the Same Thing to Everyone Globally However, it doesn’t mean it isn’t important to everyone. Coca-Cola sustainability ads that scored off the charts in one part of the globe, were not as well-received in another.
  • 5. Importance of Influence Some people are more influential than others. By focusing solely on consumer engagement, we had missed an entire segment who deeply care about environment, community and wellbeing and have the ability to influence others.
  • 6. Employees Are a Valuable AssetConsumer research showedthat Coca-Cola employeeswere one of the most trustedsources of information.And an unknowledgeableemployee can be equallydamaging to your story.
  • 7. Cause Marketing by Corporations Should Celebrate What’s Good NGOs recognize a proven formula for raising . funds: make the consumer feel despaired/guilty and they’ll give. But many brands can’t occupy that territory without losing their essence. The Polar Bear is one of Coca-Cola’s beloved icons. But it is also a symbol of the impact of climate change. Coca-Cola created a support fund to help WWF with its efforts in the Arctic while celebrating the positive spirit of the holidays that this icon has come to represent.
  • 8. Want to Learn More?please contact me atlindamrogers101@yahoo.com713-303-2730You can see samples of my work and thinking atwww.linkedin.com/in/lindamrogers

×