Coca-Cola

'refresh, recycle, recharge'

Purpose Branding, Stakeholder & Cultural Change, CSR Initiatives

Brief:

One of Coca-Cola’s key US retailers, Walmart, was finally facing the elephant in the room realising that sustainability was the future for their employees, their shoppers and the planet, not to mention their bottom line. Making sustainability one of the top criteria of their preferred vendor scorecard, Coca-Cola took up their challenge.

Strategic thinking:

Aligning business and sustainability objectives, we felt that if we could get Coca-Cola using their brand equity to add weight to Walmart’s mission, they would secure their position as a Walmart preferred supplier and get preferential shelf space.

Creative:

Our creative platform, ‘Refresh Recycle Recharge’, used in-store touch points to communicate Coca-Cola’s sustainability focus to shoppers and retailers. Through this forged alliance, Cola-Cola’s partnership with Walmart became entrenched and the commercial benefit of sustainability practices was put on the map.

Results:

Coca-Cola was successfully named as a Walmart preferred supplier. Walmart have since gone on to become one of the world's most sustainably focused organisations.