A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.

1. BUILDING HIGHER VALUE BRAND/NGO PARTNERSHIPS
Abigail Rodgers, The Coca-Cola Company
Peter Callaro, The Coca-Cola Company
Patty MacGillivray, Freeman Films
Katherine Neebe, World Wildlife Fund

2. Collaborating to Create Shared Value,
Building Higher Value Partnerships

3. Abby Rodgers Katherine Neebe Patty Collins
Peter Callaro

4. France, 1922

6. U.S. & Canada
2011

7. Video 1 – MFF COKE WWF Partners
Promo

8. 5 Principles

9. TRUST

10. TRUST
GALVANIZING
ACTION

11. TRUST
GALVANIZING ACTION
SR. LEADERSHIP
SUPPORT

12. TRUST
GALVANIZING ACTION
SR. LEADERSHIP SUPPORT
AUTHENTICITY

13. TRUST
GALVANIZING ACTION
SR. LEADERSHIP SUPPORT
AUTHENTICITY
SHARING VALUE

14. TRUST
GALVANIZING ACTION
SR. LEADERSHIP SUPPORT
AUTHENTICITY
SHARING VALUE

15. Pete Callaro

16. TRUST Working Together
• 7 year relationship built around Shared Values
– Mutual desire to create a meaningful sustainability agenda
• Listen to and understanding each other’s objectives
• An Aligned and Transparent Process
• Allow for “long runway” for such an ambitious idea

17. GALVANIZING ACTION A Different
Kind of Brief
• Encapsulates a philosophy
• Rooted in an equity
• Consumer and
influencer facing
• Portal to broader Live
Positively – our Company’s
sustainability agenda

18. GALVANIZING ACTION Symbolic Gesture:
Red Turns White

19. GALVANIZING ACTION Project White
• Create awareness of the polar bear’s plight and generate public
funding for its protection
• Help establish an Arctic Polar Bear Refuge with World Wildlife Fund

20. SR. LEADERSHIP SUPPORT Partnership by
Example

21. AUTHENTICITY From Equity to
Authenticity
• Association with Polar Bears invited a
unique opportunity
• To the Arctic created instant authenticity

22. To build a future in which people
live in harmony with nature
Katherine Neebe
© David Jenkins / WWF-Canada

23. A Global Presence

24. TRUST A Global Partnership,
A Powerful Opportunity
image credit: Wade Thompson, 2011

25. SHARING VALUE A Shared Cause
© David Jenkins / trackerbaz.com / WWF-Canada

26. GALVANIZING ACTION A Powerful and
Hopeful Cause

27. AUTHENTICITY For the People
Who Live There
© WWF-Netherlands / Lieselot Meelker

28. AUTHENTICITY For the Species
Who Live There
© Jon Aars / Norwegian Polar Institute / WWF-Canon

29. AUTHENTICITY Arctic Home

30. SHARING VALUE Three Powerful Brands
United to Tell a Story

31. Patty Collins

32. Video 2 – Patty Collins
Arctic Home

33. TRUST Trusted & Trustworthy

34. GALVANIZING ACTION
STORIES SERVE AS GLUE TO UNIFY
“ COMMUNITIES. STORIES ARE MUCH
MORE MEMORABLE THAN STATISTICS
OR ANECDOTES…STRONG STORIES
CAN BE TOLD AND RETOLD. THEY
BECOME INFECTIOUS.
” - Jennifer Aaker & Andy Smith
The Dragonfly Effect

35. GALVANIZING ACTION

36. GALVANIZING ACTION

37. GALVANIZING ACTION

38. SR. LEADERSHIP SUPPORT

39. AUTHENTICITY

40. SHARING VALUE Framework
Metrics that
Metrics that Social Economic measure the
measure the Value Value business value
value created for Coca-Cola,
SHARED
for the CAUSE VALUE
WWF, and all
our partners
Engagement
Value
Metrics that measure ENGAGEMENT across
OUR PEOPLE CONSUMERS STAKEHOLDERS

41. SHARING VALUE Shared Value Creation
Awareness and Importance Drove Coke Volume & Value
of Cause +14%
In Store Displays +9%
Generated over $3.8 MM
Massive Film Promotion
Social Economic
Value Value
Engagement
Value
1.4 B Impressions Coke Brand Love +1.5
Record Breaking Media WWF Trust +43%
Engagement MFF Trust +55%

42. Questions

43. TRUST
GALVANIZING ACTION
SR. LEADERSHIP SUPPORT
AUTHENTICITY
SHARING VALUE