(Create issuu document for all this research!)
Coca‑Cola has had a long-standing commitment to responsible marketing for many years, and in 2009 we set out explicitly what these commitments mean in practice.
The Responsible Marketing Charter is a set of principles that guide our entire approach to marketing and establish firm rules for what we should and shouldn't do. We use independent auditors to check that we're complying with the principles set out in the charter.
Some highlights from the Responsible Marketing Charter
- We don't market any drinks to children under 12 because we believe parents should choose the drinks that are right for their families. We help parents make informed choices through better consumer information
- We will work with an independent consultancy to constantly monitor TV ad placement
- We do not have direct commercial agreements with primary schools and are only in secondary schools by invitation
- We will not associate ourselves with cinema films where the core audience is under 12
Online marketing is a fast-growing area at the moment and we want to make sure we're being responsible here too. With the International Business Leaders Forum we've launched a Responsible Marketing Network online - a network that brings together marketing practitioners to share best practice and solve issues.
Talking with our consumers
We'll also continue to have a dialogue with consumers and other stakeholders on responsible marketing, to ensure we keep delivering a wide variety of great quality drinks.
Diet Coke is set to reveal the next stage of its campaign with Creative Director Jean Paul Gaultier, as the world-renowned fashion designer brings to life his most famous creations across more show-stopping bottles and cans. The new ‘Tattoo’ bottle and ‘Night and Day’ cans will be supported by integrated marketing activity, adding some further fashion fizz to the ‘Love it Light’ campaign.
The third bottle and latest addition to the collection, ‘Tattoo’ captures Gaultier’s passion for body art and will be available free when consumers purchase two bottles of Diet Coke in Boots stores from 17th October.
The iconic Diet Coke can will undergo its first designer makeover, with the limited-edition ‘Night and Day’ cans showcasing Gaultier’s famous Breton stripes and lace corset looks.
Marketing activity will bring to life the designers fun and light-hearted approach to fashion through a pair of new TVCs, print ads, digital elements and sampling activity. The quirky TVCs set to launch on 24th September, across ITV2 and Sky Living will reach the key Diet Coke fashion-forward audience before securing a primetime spot during Saturday night’s XFactor. This will be further amplified through the seeding of the TVCs across VOD slots linked to strands of fashion TV.
Other activity will see print ads, and a new initiative with Diet Coke running an advertising campaign throughout Toni & Guy salons. Facebook will also be utilised with an app giving users a teaser reveal of the ‘Tattoo’ bottle and Facebook game giving Diet Coke fans the chance to win a Gaultier tote bag,
Diet Coke will also be rewarding its audience of stylish young women through sampling activity at Clothes Show Live and a nationwide bus tour kicking off in late September. Consumers will be able to take home a sprinkle of Gaultier, with experiential activity offering nail wraps and temporary tattoos based around his most iconic creations as well as giving out the ‘Night and Day’ bottles.
Zoe Howorth, Market Director for Coca‑Cola Great Britain comments: “We’re thrilled to be revealing the third bottle in the collection from Creative Director Jean Paul Gaultier, with the launch of ‘Tattoo’ alongside the first ever fashionDiet Coke cans. Fashion is an integral part of the brand and the next stage of the campaign further engages our fashion-forward and stylish target audience of young women. Jean Paul Gaultier is a great fit for the Diet Cokebrand, helping bring a lighter approach to style and fashion to our audience.”
The third bottle and latest addition to the collection, ‘Tattoo’ captures Gaultier’s passion for body art and will be available free when consumers purchase two bottles of Diet Coke in Boots stores from 17th October.
The iconic Diet Coke can will undergo its first designer makeover, with the limited-edition ‘Night and Day’ cans showcasing Gaultier’s famous Breton stripes and lace corset looks.
Marketing activity will bring to life the designers fun and light-hearted approach to fashion through a pair of new TVCs, print ads, digital elements and sampling activity. The quirky TVCs set to launch on 24th September, across ITV2 and Sky Living will reach the key Diet Coke fashion-forward audience before securing a primetime spot during Saturday night’s XFactor. This will be further amplified through the seeding of the TVCs across VOD slots linked to strands of fashion TV.
Other activity will see print ads, and a new initiative with Diet Coke running an advertising campaign throughout Toni & Guy salons. Facebook will also be utilised with an app giving users a teaser reveal of the ‘Tattoo’ bottle and Facebook game giving Diet Coke fans the chance to win a Gaultier tote bag,
Diet Coke will also be rewarding its audience of stylish young women through sampling activity at Clothes Show Live and a nationwide bus tour kicking off in late September. Consumers will be able to take home a sprinkle of Gaultier, with experiential activity offering nail wraps and temporary tattoos based around his most iconic creations as well as giving out the ‘Night and Day’ bottles.
Zoe Howorth, Market Director for Coca‑Cola Great Britain comments: “We’re thrilled to be revealing the third bottle in the collection from Creative Director Jean Paul Gaultier, with the launch of ‘Tattoo’ alongside the first ever fashionDiet Coke cans. Fashion is an integral part of the brand and the next stage of the campaign further engages our fashion-forward and stylish target audience of young women. Jean Paul Gaultier is a great fit for the Diet Cokebrand, helping bring a lighter approach to style and fashion to our audience.”
The world is changing all around us. To continue to thrive as a business over the next 10 years and beyond we must look ahead. Understanding the trends and forces that will shape our business in the future and moving swiftly will prepare us for what's to come.
These are the declarations of our overall mission and goals, and the values that we are guided by as a company and as individuals.
The Coca‑Cola Company Mission
Our mission is:
- To refresh the world - in mind, body and spirit
- To inspire moments of optimism - through our brands and actions
- To create value and make a difference everywhere we engage
To achieve our mission, we have developed a set of goals, which we will work with our bottlers to deliver:
Profit: Maximising return to shareholders, while being mindful of our overall responsibilities
People: Being a great place to work, where people are inspired to be the best they can be
Portfolio: Bringing to the world a portfolio of beverage brands that anticipate and satisfy people's desires and needs
Partners: Nurturing a winning network of partners and building mutual loyalty
Planet: Being a responsible global citizen that makes a difference
Productivity: Be a highly effective, lean and fast-moving organisation
The Coca‑Cola Company Values
Our shared values that we are guided by are:
- Leadership
- Passion
- Integrity
- Accountability
- Collaboration
- Innovation
- Quality
As a Harvard University undergraduate, J. Paul Austin competed in the Berlin 1936 Olympic Games for the USA’s Rowing Team. He went on to become president of The Coca‑Cola Company in 1962, eventually becoming chairman of the board in 1970.
1952: first glimpse of a helicopter
Our bottlers in Norway provided excited Oslo residents with their first look at a helicopter at the 1952 Olympic Winter Games.
Our bottlers in Norway provided excited Oslo residents with their first look at a helicopter at the 1952 Olympic Winter Games.
1968: out of this world...
At the Mexico City 1968 Olympic Games, Coca‑Cola vendors wore special backpack dispensers. Their futuristic look led to spectators nicknaming them 'astronauts'!
At the Mexico City 1968 Olympic Games, Coca‑Cola vendors wore special backpack dispensers. Their futuristic look led to spectators nicknaming them 'astronauts'!
1976: horsing around
As a gift to the host country, we purchased a horse and donated it to the Canadian Equestrian Team for the Montreal 1976 Olympic Games.
As a gift to the host country, we purchased a horse and donated it to the Canadian Equestrian Team for the Montreal 1976 Olympic Games.
1980: the world meets Kobot!
We introduced the world to the first figure-skating robot. Kobot was the star of a fundraising tour for the United States Olympic Committee, which took place before the Lake Placid 1980 Olympic Winter Games.
We introduced the world to the first figure-skating robot. Kobot was the star of a fundraising tour for the United States Olympic Committee, which took place before the Lake Placid 1980 Olympic Winter Games.
1994: A familiar face
The Coca‑Cola Polar Bear featured in our advertising for the 1994 Lillehammer Olympic Games – and became one of the world’s most popular winter sports celebrities.
The Coca‑Cola Polar Bear featured in our advertising for the 1994 Lillehammer Olympic Games – and became one of the world’s most popular winter sports celebrities.
2004 and 2008: Around the world with the Olympic Flame
As Presenting Partner of the Olympic Torch Relay, we were involved in the first two relays to travel around the world: Athens 2004 and Beijing 2008.
As Presenting Partner of the Olympic Torch Relay, we were involved in the first two relays to travel around the world: Athens 2004 and Beijing 2008.
