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Lighting Up for Inclusion: Coca-Cola Turns Atlanta HQ Red to Celebrate Special Olympics’ 50th Anniversary

The Coca-Cola Company’s global headquarters in Atlanta and iconic sign in London’s Piccadilly Circus are turning red – not to celebrate its flagship brand, but as part of a worldwide display of unity commemorating the 50th anniversary of Special Olympics.More than 170 landmarks around the world – from

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One Last Summer Hero

‘The Real World’ Meets ‘The Real Thing’: Coca-Cola Debuts ‘One Last Summer’ Docuseries

In a new digital docuseries titled “One Last Summer”, Coca-Cola tags along with a group of friends in Plainfield, Illinois, as they share their last few months together before heading off to college.Over the course of four 10-minute episodes – which are rolling out on the Coca-Cola YouTube channel

Summer Reading Hero

Summer Reading Hero

10 Coca-Cola Journey Stories to Revisit This Summer

Ah, summertime.The season of baseball games, swimming pools, backyard barbecues, beach vacations, family reunions and good, old-fashioned road trips. The time of year when longer days and warmer temperatures invite us to relax, recharge and soak up the sunshine – with one of our beverages in hand.Summer

Dear Future - Coca-Cola Co. USA Calls on Young Adults for Change-Making Ideas to Renew Local Communities

Dear Future - Coca-Cola Co. USA Calls on Young Adults for Change-Making Ideas to Renew Local Communities

Dear Future: Coca-Cola Co. USA Calls on Young Adults for Change-Making Ideas to Renew Local Communities

A Coca-Cola USA campaign that began as a humble reintroduction has evolved into a community-focused call to action.This summer, The Coca-Cola Company and its family of 68 independently owned bottlers across the country are inviting young Americans to help deliver a better tomorrow through the “Dear

Jordan Spieth Special Olympics Hero

Jordan Spieth Special Olympics Hero

Q&A: Jordan Spieth Shares a Coke with Special Olympics Athlete and Coca-Cola Employee Matthew Wynne

Well before PGA TOUR golfer, three-time major champion and Coca-Cola Ambassador Jordan Spieth made TOUR history, he knew he wanted to make a difference on and off the course. The source of his inspiration? His sister Ellie.Born with a neurological disorder, Ellie challenged her older brother to prioritize

Beverage Digest Hero

Beverage Digest Hero

How Digital Technology and Big Data Can Accelerate Coke North America’s Innovation Strategy

NEW YORK – Coca-Cola North America is finding more ways than ever to ensure its beverages are within an “arm’s reach of desire” in today’s fast-moving marketplace through product innovation, new distribution channels and data-driven decision making, according to Chaly Jo Moyen, SVP of strategy, planning

Coca-Cola Co. USA Goes Even More Local - Focuses on Community Action

Coca-Cola Co. USA Goes Even More Local - Focuses on Community Action

Coca-Cola Co. USA Goes Even More Local, Focuses on Community Action in Next Wave of Company Communications Effort

Americans will get to know more of their Coca-Cola neighbors this summer via the next phase of a multi-channel communications initiative highlighting the company’s growing portfolio of beverages and the good Coca-Cola people do in communities across the country.A new commercial called “Dear Future”,

5 Summers of Sharing Hero

5 Summers of Sharing Hero

5 Summers of Share a Coke: How the Team Behind the Hit Campaign Keeps Things Fresh Year After Year

For the last five summers, “Share a Coke” has become a seasonal pastime – along with baseball games, backyard barbecues and family reunions – as Americans seek out bottles with their names or the names of friends and loved ones.And every year since 2014, Share a Coke has introduced new innovations

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Deutsche Bank Hero

business PARIS – As Coca-Cola continues to introduce more drinks in more categories, the company still sees plenty of growth opportunity for its flagship brand. “When you throw away glasses that only see challenges and no opportunities – and you put on a different set of glasses and you look for opportunity – this is what you see,” Chief Growth Officer Francisco Crespo said Wednesday at Deutsche Bank’s Global Consumer Conference in Paris. Crespo estimates that 600 million people worldwide could be drinking a Coke Trademark beverage; these are people who can afford Coke and like sparkling drinks, but just haven’t been buying. “We’ve been neglecting people outside the franchise,” he said. “It’s inexcusable that we are not bringing them to our franchise.” Coca-Cola is tackling the opportunity in a creative way by shifting its marketing focus from “getting loyal drinkers to drink more” to recruiting new fans. “This is a priority for us now,” Crespo said. “We have to hold our marketing to a higher standard.” For example, the company’s recent Chinese New Year campaign used scannable packaging to let Chinese consumers send money, coupons and more to loved ones as part of the family-focused holiday ritual. Coke volume was up 24% during the season, which is a huge event on the Chinese calendar. This summer, the brand is using the power of digital storytelling, design and packaging innovation as part of its 2018 FIFA World Cup advertising in 170 countries. While there are great opportunities to grow in sparkling, the company is equally focused on building what Crespo calls “quality leadership” across its global beverage portfolio. Coca-Cola is speeding up its decision-making, taking more calculated risks and embracing an entrepreneurial, test-and-learn culture. Crespo, who introduced this concept at the company’s Investor Day in late 2017, explained that Coca-Cola is nurturing and growing brands in three categories: Explorers, challengers and leaders. In the first quarter of 2018, one-third of the company’s explorer brands delivered double-digit growth. Half of its challenger brands gained value share. And its leader brands posted a 4% increase in transactions. “We have the portfolio in our hands to make leaders even stronger leaders… to make our explorers challengers and our challengers leaders,” Crespo said. Coke is also using its global scale to deliver customized beverage solutions around the world. Earlier this year, the company rolled out FUZE Tea to 37 European countries on a single day, with slight market-by-market nuances. Strategic acquisitions continue to be a key part of the company’s growth strategy. Crespo and Chief Financial Officer Kathy Waller shared two case studies – Innocent and Jugos Del Valle – to highlight how Coca-Cola is using its scale to build brands across both geographies and categories. The company acquired Innocent in 2010 which, at the time, was the leading smoothie brand in the United Kingdom. It has tripled its revenues since then and is now the No. 1 chilled juice brand in Europe. “We’ve captured the synergies of our system but not forced them to approach innovation and route-to-market in the same way a sparkling brand would,” Crespo said. “We’ve also allowed them to stay true to their vision and purpose.” When the Coca-Cola system acquired Jugos Del Valle in 2007, it was a leading juice brand in Mexico and Brazil. “Since that time, we’ve leveraged the power of the system to not only expand its footprint into all major Latin American markets but also to develop a platform to accelerate growth across the portfolio through dairy, plant-based beverages, teas and premium juices,” Waller said. “Today, Jugos del Valle’s platform is worth five times its value at acquisition, and it has grown profits by an average of 17 percent per year through top-line growth and significant margin expansion as it moves from a challenger brand to a leader.”

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The Coca-Cola Company Reports Solid Operating Results and a Positive Start to 2018

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The Coca-Cola Company Reports Solid Operating Results and a Positive Start to 2018

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Dear Future (:60) | #CocaColaRenew

Being a good steward of the community is a part of our 132-year heritage and value system. Every day, we strive to make a positive impact through the products we make and the actions we take. Together with our family of independent bottlers we are bringing to market more conscious products, employing 90,000 people across the United States, and empowering the next generation of community leaders through 30 years of Coca-Cola Scholars. Learn more by visiting http://www.coca-colacompany.com/commitment Follow The Coca-Cola Company on Social: YOUTUBE: https://www.youtube.com/user/CocaColaCo FACEBOOK: https://www.facebook.com/TheCocaColaCo TWITTER: https://twitter.com/CocaColaCo INSTAGRAM: https://www.instagram.com/TheCocaColaCo

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Powerade: Evolution of Hydration

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Dear Future (:60) | #CocaColaRenew

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Powerade: Evolution of Hydration

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Coca-Cola | Share a Coke with Love :30

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The Coca-Cola Company (NYSE: KO) is a total beverage company, offering over 500 brands in more than 200 countries. In addition to the company’s Coca-Cola brands, our portfolio includes some of the world’s most valuable beverage brands, such as AdeS soy-based beverages, Ayataka green tea, Dasani waters, Del Valle juices and nectars, Fanta, Georgia coffee, Gold Peak teas and coffees, Honest Tea, innocent smoothies and juices, Minute Maid juices, Powerade sports drinks, Simply juices, smartwater, Sprite, vitaminwater and ZICO coconut water. We’re constantly transforming our portfolio, from reducing sugar in our drinks to bringing innovative new products to market. We’re also working to reduce our environmental impact by replenishing water and promoting recycling. With our bottling partners, we employ more than 700,000 people, bringing economic opportunity to local communities worldwide.

_{The fairlife® brand is owned by fairlife, LLC, our joint venture with Select Milk Producers, Inc., and fairlife’s products are distributed by our Company and certain of our bottling partners.}

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