The document discusses how Coca-Cola creates shared value for consumers and retailers. It highlights key metrics like operating in over 200 countries and providing 1.8 billion servings per day. The company seeks to extend shared value through customer collaboration, providing choices to consumers, and social/environmental programs. Coca-Cola tells stories through digital media to build engagement and spread content at scale. The goal is to open happiness by creating shared value.

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Coca-Cola
Opens Happiness
For Consumers and Retailers
Sponsored by
COCA-COLA
OPENS HAPPINESS
For Retailers and Consumers
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VIDEO:
LET’S GO CRAZY :60
Vid 1
HAPPI N ESS
SHARED VALUE
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500
BRANDS
207
COUNTRIES
1.8 BILLION
SERVINGS / DAY
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Shared Value Extends To Customers
Solutions To Help Retailers Grow
Shared Value … Customer Collaboration
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VIDEO
TWINS :60
Shared Value … Customer Collaboration
Shared Value … Customer Collaboration
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VIDEO
HOME SHOPPING
NETWORK :30
Vid 2
Value for Consumers … Through Choices
clear and pro min en t
calorie information
n u t r it io n e d u c a t i o n
18
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children who participated in
TriplePlay were more physically
active and had a better
understanding of nutrition 19
16,000 parks across
50 states participated
in 2012
Parks receive grants
to help restore, rebuild
and enhance
recreational spaces
America is your park
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Shared Value for the World
FLEET/ SALES
MANUFACTURING TRANSPORTATION EQUIPMENT
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Water Stewardship, Recyling, Climate Protection
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Strong Brands Share Value With All
THIS ROLL CUT!!!!
VIDEO:
Where Will Happiness Strike
Next 1:15 (Brazil)
Vid 3
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THE MARKET IS
MORE THAN CONSUMERS
CONSUMERS
ASSOCIATES
SHOPPERS
STAKEHOLDERS
CUSTOMERS
BOTTLERS
Open Always
Sourced On Constantly
Collaborative Evolving
Shifting
Dynamic Connected
Shared
& Linked
Co- Fluid
Created
Changing
All Content Every Second
All Connections of Every Day Global
All Brands Two- Scaled & & Local
Way Customized
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6.5B
Mobile Phones
1.8B
Smart Phones
1.8B
Computers “Online”
1.5B
Television Sets
Our World Is More 80.7M
Digitally Connected Tablets
Sourced: Portfolio Research Mobile Factobook, Computer History Almanac 2011,
Morgan Stanley, Wireless Intelligence Report, Computer Industry Almanac
Marketers
Don’t Own the
BRAND…
the MARKET does!
STORIES
Content, Experiences, Conversations
SPREAD
Liquid (with or without us)
VALUE
Linked
LIQUID AND LINKED
The Cultivation of Purposeful Stories that Scale and Spread
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Stories as the
New Currency Spreading Content with Scale in
Building a
Real Time
Network Advantage
Providing
Cultural Leadership
Creating
Shared Value Doing
Happiness
32
Creating Shared Value by
Building Consumer Engagement
VIDEO:
Super Bowl Second Screen
Activation ~ 1:52
Vid 4
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Creating Shared Value through
Networked Advantage
VIDEO:
EKO‐CYCLE ~ 60 secs
Vid 5
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40
Video: CC_Camaritas_90_eng
Vid 5b
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Creating Shared Value by Doing
Happiness
VIDEO:
Singapore Hug Me Machine
~ 58 secs
Vid 6
Join Our Journey to Create Shared Value
Engage the Market
Spread Stories with Scale
Build Network Advantage
Provide Cultural Leadership
Deliver Shared Value to Open Happiness
Our Timeless Promise Remains Relevant & Fresh
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Thank you!
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