A newly formed Coca-Cola advisory board dedicated to active,
healthy living held its first meeting earlier this month at the Russian Presidential Academy of
National Economy and Public Administration in Moscow.
The first-of-its-kind board,
which consists of Russian athletes, scientists, physicians, government
officials and other opinion leaders, will provide Coca-Cola Russia with guidance
and counsel on its active, healthy living programs.
The first session was chaired by Ljubo Grujic, general
manager for Coca-Cola Russia
and Belarus. “The Coca-Cola system in Russia is committed
to creating and implementing a
program which promotes an active lifestyle in order to motivate and inspire Russians to embrace a more active,
healthy, happy and social lifestyle,” he said. “And we hope that the authorized and respected members of
the advisory board will help us in
motivating and inspiring people.”
Coca-Cola Russia will introduce several experiential, virtual and
educational activities as part of the platform. A traveling
showcase will launch during the Sochi Winter Olympic Games in February 2014 and
make its way across the country leading up to the 2018 Russia FIFA World Cup. Additionally, a digital component, the Virtual Well-Being Center, will provide a credible source of information to
inspire and motivate teens in Russia to get moving.
The advisory board explored
several programs Coca-Cola Russia has developed – from physical activity initiatives
for school children in Sochi, to the Russian launch of Exercise is Medicine,
which will educate medical students about the benefits of physical activity as treatment. Board members – who will convene again in December to
play for 2014 – provided practical ideas and advice that will be incorporated
into the programs.