"We've been doing good things for 132 years, and we're just now starting to talk about it," Caren Pasquale Seckler, VP of social commitment for
Pasquale Seckler stopped by the post-cable network’s studios to explain why
"We are extremely local," Pasquale Seckler explained, adding that The
She continued, “Many consumers feel like we’re this big company out of Atlanta. Sometimes they need to be reminded we’re right in their backyard, and that we’re partnering with them to make our communities better. The reality is we are striving to do good in both the products we make and the actions we take. And because no one knows that story, we’re trying to tell it more.”
Coca-Cola Co. USA recently debuted a new commercial called “Dear Future” and announced a grassroots challenge inviting young adults to vie for grant funding and mentoring resources to support local community programs. These efforts anchor the company’s effort to re-introduce
The story is being told through a local lens and employee voices. TV, print and digital creative will highlight Coke’s diverse beverage portfolio – from ZICO Coconut Water, to Odwalla juice, to smartwater – and show how the company and its people are making an impact in local communities through a focus on job creation, environmental sustainability, education, disaster relief and more.
“Young people especially appreciate authenticity, transparency and humility,” Pasquale Seckler said. “And frankly that’s who we are… But we’re not talking about it in a chest-beating way. We’re giving the facts and we’re inviting them to participate so we can write the next chapter with them.”
Through Oct. 15, 18 to 24-year-olds across the U.S. can submit ideas to tackle community-specific challenges at coke.com/dearfuturecommunity.
Coca-Cola and its local bottlers will team up with
“We believe our future is about young people,” Pasquale Seckler added. “They have the passion, energy and potential to be future leaders… This is about us inspiring and being inspired by their ideas to strengthen and renew their hometowns across the country.”