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Coca-Cola Life
Coca-Cola Life – a reduced-calorie cola sweetened with cane sugar and stevia leaf extract – will arrive stateside the week of Aug. 25. At 60 calories per 8-oz. glass bottle, Coca-Cola Life has 35 percent fewer calories than other leading colas**. Following successful launches in Argentina, Chile and most recently Great Britain and Mexico, Coca-Cola Life is entering a growing segment within the soft drink category.   The newest member of the Coca-Cola trademark will arrive in the U.S. market gradually, starting Aug. 25 with an initial rollout in 8-oz. glass bottles in The Fresh Market locations across Georgia, North Carolina, South Carolina, and South and Central Florida. By November, Coca-Cola Life will be available nationwide in other retail locations in more packaging options.Coke is intentionally taking a measured approach to Coca-Cola Life’s U.S. debut. Consumers will have the chance to discover the new beverage through more than 4,000 sampling opportunities nationwide, and the brand’s distinctive green label and visual identity will stand out in store displays and the Coca-Cola Digital Network of electronic billboards. “We ultimately want to be leaders in this emerging segment, and Coca-Cola Life is our first effort to make this a reality,” explains Andy McMillin, vice president, Coca-Cola brands, Coca-Cola North America. “For consumers looking for a reduced-calorie soft drink sweetened with cane sugar and stevia leaf extract, this is a great-tasting option.” In North America, Coca-Cola offers more than 750 beverages including more than 200 low- or no- calorie options. Coca-Cola Life complements this portfolio and is one of more than 45 beverages in The Coca-Cola Company’s global portfolio currently sweetened in whole or in part with stevia leaf extract (others include glaceau vitaminwater zero, Honest Tea and Odwalla). The sweetener is made by extracting and purifying the naturally sweet components from the leaf of the stevia plant. Together with
Copa Coca-Cola Camp
Just a few days before the start of the 2014 FIFA World Cup, 116 teens from 28 countries arrived in Sao Paulo, Brazil, to attend the first-ever Global Copa Coca-Cola Camp. This program was created with the goal to bring together teens from around the world over shared a passion of football, to discover new cultures, and to celebrate the World’s Cup firsthand. Every aspect of the camp was carefully organized in such a way that would facilitate cross-cultural connections, but no planning could have prepared us for the beautiful phenomenon we witnessed during the course of the week. View a full-screen image gallery. As teens began to arrive on site, some traveling more than 40 hours to get to Brazil, we could see that these teens truly would give anything for football. Sleep-deprived and travel-weary, they received their Copa Coca-Cola Camp kits with huge grins and immediately made their way to the football pitches to begin playing with whoever was ready and available. For the opening dinner and party, we asked participants to come wearing white, a symbolic act of temporarily putting their national team colors aside and coming together with a blank slate, ready to adopt new team loyalties with friends from around the world. I had briefed the emcee and DJs ahead of time, explaining that these teens – mostly boys – would be shy and may need some encouragement and icebreakers to come together and mix at the party. I was wrong. The participants needed no encouragement from us or the chaperones. They sought each other out, began introducing themselves however they could – and when language was a barrier, they simply communicated through dance. The dance floor was packed, and all were laughing and having a great time. I knew then that the week would exceed our expectations for international inclusion and united celebration. Our first full day of the camp was dedicated to Brazilian football, and participants were taught to play like the Brazilian stars they had long seen
Coca-Cola Every Bottle Has A Story Thumbnail
A new 60-second film from Coca-Cola introduces a handful of individuals who are building a happier world by starting with their fellow citizens. Viewers meet David, who teaches kids how to win in life through the Street Games organization in the United Kingdom, and Zilda, who leads a recycling cooperative in Brazil with support from Coke’s 5by20 initiative. They’re also introduced to Peter, who is working with WWF to preserve the polar bear’s arctic habitat, and Jinyan, who is restoring water and hope in China. The spot is part of the Every Bottle Has a Story series of documentary-style short films narrated not from the point of view of Coca-Cola the brand or company, but through the lens of those who are leading and benefiting from its sustainability efforts. More than 60 Every Bottle Has a Story films have been produced in 30-plus countries, to date. The authentic, first-person narratives have struck a chord with consumers and stakeholders around the world. “We saw the opportunity to bring global visibility to our local sustainability projects and, specifically, provide a clear point of view on our three core priorities of Women, Water and Well-being,” said Javier Rodriguez Merino, Coke’s senior global director, sustainability marketing. Coke hopes these local heroes -- who are driving change by inspiring and mobilizing others -- will build global awareness and collectively issue a call to action. “What we’re trying to do is inspire people to learn more about our sustainability efforts and become change agents themselves,” Rodriguez Merino said. “We all have potential to be ‘happiness starters’… an idea we think will resonate with people, particularly Millennials who are looking to brands and companies that are making a difference in the world. Coke is working to make a difference through a sustainability strategy focused on economically empowering 5 million women by 2020; replenishing 100 percent of the water we use to produce our beverages; and enhancing
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Coming Together details Coca-Cola's efforts and commitments to fight the obesity epidemic around the world.