AdvAncing ouR globAl MoMentuM - Coca-Cola - Psddev.com

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olympic games sponsor since 1928 our role as an olympic games sponsor provides an ideal outlet for connecting consumers to our brands by illustrating how our products refresh athletes, volunteers, officials and spectators during the olympic games. 22 million fans on Facebook by the end of 2010, we had nearly 22 million fans of our coca-cola facebook page and were the no. 1 Most followed and the no. 1 Most influential food/beverage product brand on twitter . reaching out with 5 billion mobile phones in the world, mobile marketing is increasingly becoming the most important medium we use to engage consumers. in 2010, we used mobile marketing campaigns around the world, from daily communication in Japan through Coca-Cola Park, to consumption-driving campaigns in india, to iPhone and iPad apps like Magic Bottle. engAging With consuMeRs
effectively marketing our products is at the core of our business success. to us, effective marketing involves striking a balance between inspirational and operational approaches. to maximize brand love and brand value, we believe in the importance and enduring impact of powerful storytelling that engages consumers with our brands and company. consumers’ increasing use of digital technology means we must actively participate to co-create the content and conversation of our brands. this shared approach underscores our evolving view of marketing. global partnerships are one way we establish connections in consumers’ daily lives while promoting our brands and beverage portfolio. in 2010, our marketing campaign for the fifA World cup , the single-largest sporting event in the world, was our biggest global marketing activation ever—spanning 160 countries. through a globally connected campaign leveraging paid, owned, earned and shared media, we extended our impact to billions of consumers. in addition, our sponsorship of the vancouver 2010 olympic Winter games helped raise awareness about the importance of environmental stewardship. At those olympic games, we eliminated a substantial amount of our direct greenhouse gas emissions and reduced energy use 35 percent through the use of 1,400 proprietary hfc-free coolers. We used hybrid vehicles to deliver products, and we sold our beverages in 100 percent recyclable plantbottle packaging. digital media is an increasingly powerful channel for communicating with our consumers, particularly teens. our “happiness Machine” viral video, which shows hidden-camera footage of students interacting with a coca-cola vending machine that unexpectedly dispenses flowers, pizza and, of course, coca-cola, has been viewed more than 3 million times and received a coveted gold clio award. in 2010, music was a key component of our integrated marketing success. to celebrate the fifA World cup , we partnered with recording artist K’nAAn to produce “Wavin’ flag—coca-cola celebration Mix,” an uplifting anthem released in more than 150 markets and sung in a dozen languages, which reached no. 1 in 17 countries. building on our music success, we worked with the band train to launch “shake up happiness” for our 2010 holiday campaign, which we activated in more than 90 countries. the song reminded all of us how sharing a coca-cola can inspire moments of happiness. 2010 worlD exPoSiTion in Shanghai The Shanghai 2010 world expo, the largest event in the expo’s history, attracted more than 73 million visitors. The happiness Factory pavilion provided The Coca-Cola Company with an unprecedented opportunity to engage consumers, media and key stakeholders. The pavilion showcased product, package and equipment innovations and provided guests with the opportunity to taste new beverages and learn about our commitment to building sustainable communities in China. our efforts earned us the Best expo Marketing award and Best Pavilion from China Business News. we began our long-standing partnership with Fédération internationale de Football association (FiFa ) in 1974. 2010 Annual Review 19
Page 1 and 2: 2010 Annual Review AdvAncing ouR gl
Page 3 and 4: We began serving a delicious and re
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Page 9 and 10: momentum subsequent years brought c
Page 11 and 12: Placed more than 160,000 units with
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Page 15 and 16: growing the business in north Ameri
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Page 23 and 24: our commitment to making a positive
Page 25 and 26: h i g euRAsiA & AfRicA in 2010, the
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Page 35 and 36: We see a world filled with opportun

AdvAncing ouR globAl MoMentuM - Coca-Cola - Psddev.com

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