Israel has established an enviable reputation on the world stage for its shared spirit of innovation and creativity, frequently termed "Startup Nation" for consistently creating more young businesses on a per-capita basis than Japan, China, India, Korea, Canada and all of Europe.
Having been present in Israel for almost 50 years, Coca-Cola in Israel may not fit the typical startup mold, but that same innovative and creative culture is continuing to inspire the business and its approach every single day.
Coca-Cola was first produced in Israel in 1968 by the Central Bottling Company (CBC), and the plant, where the first Coke in Israel was bottled, still stands today on the same site. The facility itself has been transformed through the years and its formative initial operation has expanded to eight state-of-the-art bottling lines that produce more than 1 million beverages every day in various packages and sizes. The products are sold and distributed through more than 20,000 outlets across Israel, providing great-tasting refreshment for a growing population of more than 8 million people in Israel.
Coca-Cola’s history and purpose in Israel reflects the nation’s spirit of innovation, and Coca-Cola has remained committed to investing and innovating to strengthen its business, the beverages it produces and the contribution it can make to local communities. In the 1980s, Israel was one of the first countries worldwide to enjoy Diet Coke, and this commitment to remaining at the forefront of beverage brand innovation has continued ever since with regular new introductions meeting changing consumer tastes.
Coca-Cola in Israel
1968: Production began
1 bottling plant in Tel-Aviv with 8 bottling lines for sparkling beverages
More than 1 million beverages produced every day
More than 2,000 employees
The Coca-Cola Company beverages portfolio in Israel: of: Coca-Cola, Coca-Cola Zero, Diet Coke, Diet Coke Caffeine Free, Diet Coke Lemon, Sprite, Sprite Zero, Fanta (Orange, Diet Orange, Lemonade, Exotic, Orange Mango, Strawberry), Kinley Soda, Fuze Tea (Peach, Diet Peach, Grapes, Exotic, Mango-Pineapple, Berries)
Brand Innovation with a Creative Edge
In 2014, Coca-Cola Israel created an extraordinary experience for Diet Coke fans by creating two million uniquely designed bottles, which used an innovative printing system to print a massive amount of bottles each with its own individual style. For Israeli Diet Coke fans, this meant that whoever bought a bottle knew they were enjoying their favorite drink from a truly one-of-a-kind design. This campaign is now inspiring Diet Coke fans around the world and was replicated in the U.S. in early 2016.
Channeling Israel's renowned technology innovation, in 2016 Coca-Cola partnered with Gett -- Israel's most popular taxi-hailing app -- to create a TV commercial that prompts viewers to order an immediate delivery of two bottles of Coke in a branded mini-cooler. The brainchild of a local Israel startup, DOV-E, this ultrasonic TV/smartphone communication technlogy also showed a truly 21st Century way of evolving Coca-Cola's mission to put its beverages "within arm's reach of desire."
Creating a Bridge with Israel’s Startup Community
Israel is one of the hotbeds of technology, second only to the Silicon Valley, with the highest amount of startups per capita in the world (for every 1,800 people there is a startup), highest venture capital investments per capita and more than 5% of the population who have Phds, a lot of innovation is happening and Israel is known as the "start-up nation"
Coca-Cola is also on a mission to take lessons learned from the "startup nation" and apply them to its business throughout the world. In 2014, Coca-Cola launched The Bridge, a commercialization program that helps identify the best and brightest Israeli startups to help solve business problems inside the Coca-Cola system. In turn, Coca-Cola helps the startups improve their storytelling as well as assisting in the process of introducing the technology into its business around the world. This model has since brought additional partners such as Turner Broadcasting to join The Bridge and work together with Coca-Cola to solve business challenges using innovative technology, and a Latin America Bridge has recently been introduced which uses the same approach and principles.
Coca-Cola’s Israel business has progressed in directions that would have been hard to imagine back in 1968, all inspired by Israel’s people and culture and its commitment to innovation. While the future may be hard to predict, the Coca-Cola system remains as excited as ever to further strengthen the unique connection they have with Israeli consumers while contributing to Israel’s economy and society.