Mission Statement: The Coca-Cola Company exists to ... - Webs

Mission Statement: The Coca-Cola Company exists to benefit
and refresh everyone who is touched by our business
Coca-Cola is the most
recognised trademark in
the world, with 94% global
recognition. It is also
commonly thought that
it is the second most
widely understood word
in the world, after ‘OK’.
Think Local, Act Local
The Coca-Cola Company offers a
broad range of soft drink brands,
including carbonated soft drinks,
juices, waters and sports drinks,
to suit tastes across the globe for
all generations.
The strength of this global success
lies in the relevant local connections that Coca-Cola builds with
its consumers every day. This is the thinking behind the strategy –
Think Local, Act Local. Although Coca-Cola is a global product
with a universal appeal, the Company actually operates in local
environments around the world, with each country having its own
unique needs and requirements.
The World’s Favourite Soft Drink
•The Coca-Cola Company is the world's largest
beverage company and is the leading producer
and marketer of soft drinks.
•Along with Coca-Cola, the Company markets
four of the world's top five soft drink brands,
including diet Coke, Fanta, and Sprite.
•In 1923, the then Chairman, Robert Woodruff,
said “Coca-Cola should always be within arm’s
reach of desire.” Worldwide, The Coca-Cola
Company is still committed to fulfilling this challenge.
Through the world's largest distribution system, consumers
in over 200 countries enjoy the Company's products
at a rate of more than 1 billion servings each day.

• After
Coca-Cola was first invented on May 8th 1886 by
Dr John Stith Pemberton in Atlanta, Georgia, U.S.A.
Thinking that the two Cs would look good in
advertising, Dr Pemberton's partner and book
keeper, Frank M. Robinson, suggested the
name and penned the now famous trademark
Coca-Cola in his flowing script known as
‘Spencerian script ’.
The Coca-Cola Company
Pemberton’s death in 1888, his
rights were purchased by Asa G. Candler
who by 1891 had sole ownership of the
formula for the sum of $2,300.
In 1892, The Coca-Cola Company was formed.
• In 1899, Benjamin F. Thomas and
Joseph B. Whitehead secured with
Asa Candler the exclusive rights to
•
bottle and sell Coca-Cola in the U.S.
In 1919 the Candler family sold
The Coca-Cola Company to Atlanta
banker Ernest Woodruff and a group
of business men for $25 million.
Early Sales
• Coca-Cola was first sold at a soda fountain
in Jacobs' Pharmacy in Atlanta for 5 cents
•
a glass.
During the first year, sales of Coca-Cola
averaged nine drinks a day, adding up
to total sales for that year of $50.

Coca-Cola was first enjoyed in Great Britain over 100 years ago
and is the number one carbonated soft drink in the country
• Coca-Cola first came to
Great Britain in 1900, when
Charles Candler, son of the
Company’s founder, Asa
Candler, brought a jug of
Coca-Cola syrup to
•
England on a holiday visit.
It was first sold regularly
in Great Britain through
soda fountain outlets,
which included Selfridges
and The London Coliseum,
in the early 1920s.
Acquisitions
In 1999 The Coca-Cola Company
purchased the soft drinks brands of
Cadbury Schweppes plc in various
countries including Great Britain which
resulted in the
extension of our
existing product
range diet Coke,
Cherry Coke, Fanta,
Sprite, Lilt and
Five Alive to include
the Schweppes
range, Dr Pepper,
Oasis, Kia-Ora and
Malvern water.
Manufacturing
• The Coca-Cola Company
began bottling in Great
Britain in a small plant
in Brighton in 1932 and
by 1939 there were seven
bottling plants across
the country.
• In 1961 Coca-Cola was first
marketed in cans, filled by
local contract canners.
Then in 1976, the first Company canning plant was
•opened in Milton Keynes.
At that time, the plant was at the forefront of
technology, capable of filling 1,500 cans per
minute. Today, our bottler has seven cans lines
which, if all running at the same time, would
produce over 11,000 cans a minute.
Coca-Cola has been advertising at Piccadilly Circus
since 1954, with the most recent innovation to the
present site taking place in 1998, when state-ofthe-art
technology was introduced. In Dec 2002,
Coca-Cola Great Britain announced the intention
to more than double the size of the sign.

“We need a Coca-Cola bottle which a person will
recognise even if he feels it in the dark”
• The bottler, Benjamin F. Thomas, recognised the requirement for a completely
unique and easily recognisable bottle for Coca-Cola and in 1915 wrote a short brief
which landed in the hands of Alexander Samuelsson, a Swedish innovator whose
passion was working with glass.
• Samuelsson’s search for inspiration found him
poring through the pages of the Encyclopaedia
Britannica where the image of a cocoa bean set
him thinking. His work resulted in the unique
design of the Original Coca-Cola Glass bottle
which was given a patent in 1915, went into
production the following year and consequently
became one of the most iconic pieces of
packaging design of the 20th Century.
The Original Coca-Cola Glass
bottle has also attracted the
attention of some of the world’s
most influential icons including
U.S. Presidents, Eisenhower
and Kennedy; rock ‘n’ roll
icons, The Beatles and Elvis
Presley; plus cutting-edge
style gurus Terry O’Neil
and Terence Conran.
In 2002, a unique
lifestyle collection was
designed with some of Great Britain’s
most influential young artists/designers
who each used the Original Coca-Cola
Glass bottle as the inspiration behind
their one-off pieces. These included a
set of glasses, a sumptuous red velvet
sofa, a limited edition remix record
and a silver corset.
Inspirational icon
The Original Coca-Cola Glass
bottle has been an inspiration
to many people: pop artist Andy
Warhol, whose background lay
in advertising, was taken with
the powerful image of the bottle.
He initially hand drew it and
then screen printed repetitive
images on large canvasses to
dramatic effect.

We offer a wide range of soft drinks to suit all tastes to
ensure that our brands remain the first refreshment choice
for every generation
Coca-Cola
•Coca-Cola is the world’s best known brand
and the number one soft drink in Great Britain. [1]
•The Coca-Cola brand will always be our number
one focus but product innovation plays a vital role
in our business and our future.
Cherry Coke
Diet Coke
Diet Coke – was first introduced
in Great Britain in 1983 with
caffeine free diet Coke being
introduced in 1988. Diet Coke
is the most popular diet soft drink
in the world and is the number
two soft drink in Great Britain,
after Coca-Cola. [1]
Cherry Coke – was
launched in 1986 for those
with a “do something
different” attitude to life!
Vanilla Coke
Vanilla Coke and Vanilla diet Coke
launched in Britain in April 2003. This
new addition to the Coca-Cola brand
offers the much loved taste of Coca-Cola
and diet Coke combined with a smooth
hint of vanilla flavour.
Diet Coke with Lemon
• Diet Coke with Lemon – Coca-Cola
Great Britain launched diet Coke
•
with Lemon in June 2002.
This was the first time a flavour has been
added to diet Coke since its launch.
It offers consumers their favourite
diet Coke with a refreshing citrus taste.
[1] AC Nielsen RMS (Value) 2002

Fanta
• Fanta is the
number one
selling fruit
flavoured carbonated soft drink in GB. [1]
• Fanta Orange has been tantalising the taste
buds of Britain since 1960, with Fanta light
Orange being launched in 1989.
• Fanta Icy Lemon was introduced in February
2001, in response to thousands of calls from
British holidaymakers who wanted to bring the
taste of summers abroad back home. Fanta light
•
Icy Lemon was launched in November 2002.
Fanta Fruit Twist and Fanta Zesty Berry were
launched in February 2002 and February 2003
respectively.
Powerade
Powerade is an isotonic
sports drink, launched
in 2001, developed by
scientists to help people
participating in sports
activity or exercise perform
at their best for longer.
It helps prevent dehydration and delay
the onset of muscle fatigue during exercise
thanks to its unique Liquid8 System, an optimum
combination of fast acting carbohydrates, minerals
and electrolytes. Powerade comes in three flavours
Citrus Charge, Gold Rush & Ice Storm.
Lilt
• Lilt, unique to Great
Britain and Ireland,
was introduced in
1975. Its ‘totally tropical’ taste
brings the Caribbean feel good
feeling into the lives of those who
drink it. Lilt light and Lilt Mango & Mandarin
•
were introduced in 1987 and 1994 respectively.
The Lilt ladies first appeared in advertising in 1998.
Their Caribbean perspective results in a fresh and
humorous take on life.
Dr Pepper
• Dr Pepper first came into
existence in 1885, when it
was invented by a pharmacist,
Charles C. Alderton in
Texas, U.S.A. With a secret
blend of twenty three different
flavours, Dr Pepper was named
after the owner of the pharmacy,
•
Dr Charles Pepper.
The brand, which is the number
five carbonated soft drink
in the USA [2] , was introduced
into Great Britain in 1995.
Sprite
[1] Canadean 2002
[2] Canadean 2001
Sprite and Sprite light hit the streets of Britain
in 1989 and Sprite is now the world’s best selling
lemon and lime drink. [2]

• Schweppes
Schweppes
was founded by German
born Swiss jeweller and amateur
scientist, Jacob Schweppe in 1783
when he discovered a way of
producing carbonated water on
a commercial scale.
• Schweppes first came to Britain in
1792 when Jacob Schweppe opened
his first factory in Drury Lane,
London. By 1835, the company was
was revived in its current
award-winning print
advertising campaign.
• The Schweppes
product range includes
selling not only mineral water, but
its classic Lemonade,
soda water and lemonade in glass
original Bitter Lemon,
egg shaped bottles designed
Indian Tonic Water,
specifically to hold aerated water.
• In 1833 Schweppes received the Royal Warrant and
was subsequently invited to be sole supplier of soft
drinks at the Great Exhibition of 1851.
Soda Water, Ginger Ale,
juices and
Canada Dry Ginger Ale.
Malvern • Malvern, ‘The Original English Natural Mineral Water ’
has been bottled at source since 1851 at the
Primeswell Spring, in the Malvern Hills, Worcestershire.
Rose’s
However records suggest that Malvern water may
Rose’s – the brand’s
•
have been available from as early as 1620.
Malvern launched its first ever print advertising
campaign at the end of 2002 with the strapline
‘Not quite Middle England’. The advertising coincided
with the brand’s re-launch which saw a change
to the pack artwork.
The pack design
takes its inspiration
from the granite
over which
Malvern water
is naturally filtered.
heritage dates back to
the mid 1880s when it
was developed by a
maritime entrepreneur
Lauchan Rose, from
Scotland. Famous for
its high quality lime
cordial, Rose’s has been part of the
Schweppes portfolio since 1969.
Burn a night time energy drink targeted at the style conscious, with a focussed
presence in style, youth orientated bars and clubs in major cities, was launched
in October 2000.
• Schweppes
has been using the strapline
Sch... You Know Who? since1965 when
the actor William Franklin appeared in the
first TV ads for the brand. In 2001
Sch... You Know Who?
Burn

Oasis
• Oasis, is a blend of fruits in a refreshingly still drink
•
which was launched in Great Britain in 1995.
Oasis currently comes in five flavours Summer Fruits,
Summer Fruits light, Citrus Punch, Blackcurrant
and Classic Lemon with new and improved flavours
•
planned for 2003.
In 2002, Oasis ran outdoor advertising which featured
the fantasy style art of Boris Vallejo.
Five Alive
Five Alive, which launched in Britain in 1981,
is a five fruit blend family juice drink. The brand
was re-launched in October 2002 with three core
flavours, Citrus Burst, Berry Blast and Tropical Hit.
Each of these is fortified with appropriate vitamins
and minerals and contains no artificial flavours,
colours or preservatives. They’re full of five fruit
flavour for all the family to enjoy.
Kia-Ora
Kia-Ora is the UK’s number three branded
squash. [1] The name Kia-Ora came from
the Maori word meaning ‘good health’.
Kia-Ora was first created
in Australia in 1903 and
launched in Great Britain
in 1917.
[1] Canadean 2002
Disney Winnie The Pooh Roo Juice
• Disney Winnie The Pooh Roo Juice has been
specially developed for younger children
and was launched in August 2002.
Disney Winnie The Pooh Roo Juice is a fruit
juice drink with no added sugar, no artificial
sweeteners, preservatives, colours or
artificial flavourings.
• It comes in three apple-based flavours –
Winterbury (with blackcurrant), Summerberry
•
(with strawberry) and Autumn Apple (with grape).
Designed to nurture a child’s imagination,
Disney Winnie the Pooh Roo Juice packs
feature illustrations of Winnie the Pooh
and friends, as well as quick, fun quizzes
for parents to enjoy with their children.

• We
• In
• The
The Coca-Cola Company worldwide operates
a franchise system supplying syrups and concentrates
to over 1200 bottling operations around the world
Production
• The sole licensed franchise bottler for
our brands in Great Britain is our
co-partner Coca-Cola Enterprises
•
Limited (CCE).
CCE is the largest soft drinks
producer in Great Britain and is
responsible for local manufacture
•
and distribution of our products.
CCE has six manufacturing plants and
seven distribution centres throughout
our region. One of their production
plants, based in Wakefield, is Europe’s
biggest soft drinks production complex and is capable of producing
120 million cases per year at that site alone. In 2002, CCE produced 3 billion
litres of soft drinks.
Quality Products Distribution
consider the consistent high quality of
our products to be one of our businesses’
primary responsibilities and take great pride
in ensuring that we are offering our consumers
products of the highest quality.
everything that we do, from the selection
of ingredients to the manufacture of our products
and their delivery to the market place, we use
our specialised quality management system,
The Coca-Cola Quality System (TCCQS).
Coca-Cola Great Britain and Ireland Division
now leads the world in the implementation
of TCCQS.
As part of their operations Coca-Cola Enterprises
Limited distribute our products to a wide range of
outlets across Great Britain, taking thousands of
•orders a year.
Retailers – ranging from large multiple
supermarkets to corner shops, newsagents
•
and petrol forecourts
Secondary schools, colleges, hospitals, workplaces,
•
pubs, clubs, restaurants cafes and cinemas
Wholesalers

Coffee
24%
Tea
32%
Carbonated Soft Drinks
• In Great Britain, carbonated soft drinks
represent 48% of the Total Soft Drinks
Category. [1]
• In 2002, the products of Coca-Cola
Great Britain accounted for approximately
45.8% of all carbonated soft drink
sales in the country. [1]
• Coca-Cola is the number one soft drink
in Great Britain, and diet Coke is
number two. [2]
There are many factors that
affect the growth of the
soft drinks category such as:
•
Availability
•
Disposable income
Product innovation
• Marketing
• Weather
• Price
Milk/Milk Drinks
3%
by volume
Category Factors
We operate in the Non Alcoholic Beverage Sector
Soft Drinks
41%
[1] Canadean 2002
• In
Litres per Person
• Annual
• Per
220
200
180
160
140
120
100
[2] AC Nielsen RMS
(value) 2002
[3] The Coca-Cola Company
Great Britain, the Non Alcoholic Beverage sector is
made up of the following categories: Total Soft Drinks
(41%), Tea (32%), Coffee (24%) and Milk/Milk Drinks (3%). [1]
per capita consumption of Soft Drinks for
Great Britain is 204 litres, compared to 255 in
Germany, 268 in Belgium and 377 in U.S.A. [1]
capita consumption for tea and coffee is
155 and 113 litres respectively. [1]
164
1996
• Coca-Cola
GB per capita consumption
of soft drinks
171
170
183
188
198
204
1997 1998 1999 2000 2001 2002
• Per
• In
Consumer Research
capita consumption
of soft drinks in Great
Britain has grown by
24% over the last six
years [1] and there is
therefore opportunity
for continued growth.
2002, nearly 12 billion
servings of Coca-Cola
products were enjoyed
in Great Britain. [3]
is continuously looking to deliver
against consumer needs and uses consumer
insights, through extensive consumer research,
to help shape progressive new solutions
to packaging and product offerings.

• The
• The
• These
• Cokeauction
• 2001’s
Successful Marketing
success of our brands can be attributed
not only to their great taste, but also to the
innovative and creative marketing programmes
that are initiated each year.
Coca-Cola Company uses a variety of
techniques to promote its brands including
sales promotions, advertising, public relations,
packaging and sponsorship.
activities are created locally, to ensure
that they are relevant to our consumers
in Great Britain. On this page we describe
some of our recent marketing initiatives.
Promotions
– Coca-Cola
Great Britain launched in
2000 its first internet based
interactive promotion,
cokeauction, giving
consumers the opportunity
to bid with “Coke credits”
for thousands of unique
items and ‘money can’t buy’
experiences. The groundbreaking activity, which
received a number of awards, was the first ever
online auction using virtual currency making it
both original and innovative.
Music4You
promotion ran in
conjunction with The Sun
and News of the World
newspapers. It offered
consumers the chance to
bid online for great music
experiences and collect
tokens for a massive range
of music items.
• The
• Also,
2002 FIFA World Cup TM
saw Coca-Cola
encouraging fans to ‘Eat Football, Sleep
Football, Drink Coca-Cola’ through a
multi-faceted programme of innovative
marketing activity including bringing the
FIFA World Cup TM
Trophy to England for
fans to touch and lift in a whirlwind
one-day tour.
in a first for the FIFA World Cup TM
,
Coca-Cola invited consumers to design
a perimeter board ad to support the
football teams out in Japan and Korea.
The winning design from England by
7 year old Adam Hindle from Huddersfield,
featured pitchside at all of England’s FIFA
World Cup TM
matches.

Advertising & PR
To celebrate the unique iconic shape and sensual
form of the Original Coca-Cola Glass bottle as
the ultimate brand experience, Coca-Cola Great
Britain launched a number of initiatives in 2002.
• A summertime television advertisement
‘Mowerman’ showed the thirst quenching
appeal of drinking from a refreshing ice cold
glass bottle.
• Also, a national outdoor advertising campaign,
with four stylish executions, celebrated the
unique shape and form of the Original Glass
bottle in contrast to the
curves and silhouette of
the human form, with
the strapline ‘Get your
•
Hands on a Contour ’.
The exhibition of the
‘Contour ’ lifestyle
collection was supported by a strong PR
campaign – see Original Glass bottle page
for details.
‘Schweppes ’ re-launched the ‘Sch…You Know Who?’
strapline at the end of 2001, with a stylish and
award-winning print advertising campaign that used
the work of Alison Jackson, an artist well known
for creating stylish and playfully witty photographs
of lookalike celebrities, capturing them in their
supposed unseen off-guard moments.
Christmas 2001 saw Coca-Cola unveil the
record-breaking World’s Biggest Advent Calendar
on the side of Birmingham’s Town Hall. The
huge scale of the 3D calendar gave a sense of
festive drama to the city centre, while themed
events brought the community together as each
window came to life every day with music,
fireworks and, on Christmas Eve, Father Christmas
appeared with ‘real’ snow.

• The
• In
Coca-Cola has created some of the most memorable,
timeless and innovative advertising in the world
Global Advertising Local Advertising
first ever Coca-Cola advertisement was
an oil cloth sign, bearing the phrase ‘Delicious
and Refreshing ’. Over the decades, Coca-Cola
has used advertising slogans which are well
remembered and are still relevant to the brand today.
1886 Delicious and Refreshing
1929 The Pause that Refreshes
1949 It’s The Real Thing
1963 Things go better with Coke
1969 It’s The Real Thing
1971 I’d like to teach the world to sing
1976 Coke adds life
1979 Have a Coke and a smile
1982 Coke is it!
1989 Can’t beat the Feeling
1993 Always Coca-Cola
1996 Eat Football, Sleep Football, Drink Coca-Cola
2000 Coca-Cola Enjoy
2001 Life Tastes Good
the 1970s and 1980s, the Company created hit songs
from its advertising. “I’d like to Teach the World to
Sing” provided the New Seekers with a No.1 hit and
“First Time, First Love” by Robin Beck catapulted to
the top of the UK pop charts in 1988.
Father Christmas, as we know him
with red suit, long beard and jolly
face, was first illustrated with those
characteristics for a Coca-Cola
advertisement back in the 1930s.
The famous images were illustrated
by Swedish artist Haddon Sundblom
and feature on Christmas packs of
Coca-Cola each year.
• Although a campaign theme may be worldwide,
advertisements will be created for individual
countries to ensure they are relevant to the
consumers in that region.
• In Great Britain for example, where football is
a passion, the ‘Eat Football, Sleep Football, Drink
Coca-Cola ’ advertising campaign was very
successful in reinforcing the link between
Coca-Cola and football.
• Our 2002 World Cup ad
was an animated ‘zero
to hero ’ story of ‘Leggsy ’,
a three-legged boy who
realises every football
fan’s dream of scoring the
winning goal for England
at the FIFA World Cup TM
.
Diet Coke has a sexy image built
on television adverts such as the
infamous ‘11.30 break ’ campaign
featuring the hunky window
cleaner and the more recent
‘Taste the Moment ’ advertising
campaign, which were
suggestive, witty and playful.

• The
The Coca-Cola Company creates innovative
packaging to meet consumers’ needs
Innovation Coca-Cola Bottle
Over the years, The Coca-Cola Company has pioneered
the development of lightweight, convenient packaging
and innovations such as six packs, litter-free ringpulls
and vending technology. Our cans use 35% less
aluminium and some of our
bottles use up to 40% less
plastic and 15% less glass
than when first introduced.
Range of Packs
brands are packaged to suit all requirements from single
aluminium cans (150 & 330ml) and 500ml plastic PET bottles
for when you are drinking on the move, to multipacks and
1.25, 1.5, 2 and 3 litre plastic PET bottles for home and family
consumption. Glass bottles and dispensed products
•are supplied in outlets like restaurants and bars.
In Great Britain, changing demographics
and the growing number of two-person
households drove the 2002 launch of
a new sized 1.25 litre bottle for Coca-Cola,
diet Coke and Fanta.
Tetra Pak
• Our Five Alive and Disney Winnie the Pooh Roo Juice
products are sold in Tetra-Pak cartons, made from multi-layers
of board, (using paper from a renewable resource) with some
polyethylene and aluminium. Disney Winnie the Pooh Roo Juice
launched in August 2002 with a new-style 180ml Tetra-Wedge
specially designed for younger children to limit wastage and
spillage. This was the first time the wedge-shaped carton had
been seen on-shelf in GB.
• In October 2002, Five Alive was
re-launched with a new shaped
pack. The 250ml carton now has
a unique octagonal shape making
it easier to hold and has a peel
back foil for easy drinking. It is
known as the Tetra Prisma pack.
• The
• ...and
500ml Coca-Cola plastic (PET)
bottle is a great success, combining
the powerful shape of the Original
Glass bottle with a revolutionary new
light-weight pack...
combining classic with
contemporary, the famous Original Glass
bottle returned to
Great Britain in 1997
for the first time
in a 330ml serving.
Fanta Bottle
In April 2002, Fanta introduced its own
specially designed plastic PET bottle with a
unique embossed grip giving it a fun and
modern bubble effect. Then in October 2002,
Fanta launched the same distinctive curvy
design in a 330ml glass bottle in pubs and
bars. The glass bottle is decorated with a
vibrant and colourful pressure-sensitive label.

• In
• Hundreds
• In
• While
Coca-Cola has a long-standing heritage of supporting sport
ranging from grass-roots programmes to global sporting events
Coca-Cola and sports are a natural fit. Coca-Cola strives to be everywhere
people gather for fun, enjoyment and good times – all of the things that make
sports popular for so many fans around the world.
Football
England and Scotland, Coca-Cola has
earned its place in the fabric of football,
through its history of support of Football
Associations, grass roots and school
development programmes, and
Coca-Cola Cups.
of thousands of young hopefuls
have learned their first skills through the
Football Development Programme, which
Coca-Cola sponsored from 1978-2002,
helping them to develop the essential values
of good behaviour and fair play.
2002 Coca-Cola joined
with the English Schools
Footbal Association (ESFA)
to launch the U13
Coca-Cola National
Schools Cup – the biggest
national schools
tournament in the country
for under 13 boys and girls teams.
in Scotland the Coca-Cola 7’s U13
competitions give boys and girls the dream
opportunity to play at the famous
Hampden ground.
• In
2001 Coca-Cola
further strengthened
its support of top level
English domestic
football in the signing
of a three year deal
to sponsor ITV1’s
The Premiership weekly
football highlights
programme, showing
some of the best football
action on television.
WORLDWIDE
In Wales, where Rugby
is the national sport,
Coca-Cola sponsors the
Welsh Rugby Union offering
support to the game at all
levels from the Dragon’s
Trust (Youth Development
Section of the Welsh Rugby
Union) through to the
national team.
Internationally Coca-Cola has sponsored every
FIFA World Cup tournament since 1978, has maintained
an unbroken presence at
every Olympic Games since
1928 and sponsors the UEFA
European Championships, the
World Championships in Athletics
and the Rugby World Cup.

Sprite Urban Games
• Sprite Urban Games is GB’s leading
celebration of urban street culture
and is in its fifth year.
• The event, which takes place on Clapham
Common in London, invites seasoned skate
fans and the skate curious, to express themselves
through a variety of street disciplines, including skateboarding,
BMXing, aerosol art and breakdancing. In 2002, the event attracted
the largest ever crowd of 25,000.
Wimbledon
Coca-Cola has been associated
with The Lawn Tennis Association
Championships at Wimbledon since
1975. In 1996 diet Coke announced
an exciting five year partnership as
the official Carbonated Soft Drink
for The Championships supported
by advertising, PR and promotional
campaigns. Since 2001, Coca-Cola
continues to be the official supplier
to The Championships.
Powerade
• Powerade has
sponsored a number
of leading sports people who are at the top of their
game and demonstrate real passion for their chosen
sport, for example Liverpool and England football player,
Steven Gerrard and England Rugby player, Jason Robinson.
• Powerade is also the
official sports drink
for a number of sports
teams and clubs
including Scottish Rugby
Union, Sale Sharks RFC
and Rangers FC.

• We
Wherever Coca-Cola does business we strive to be
trusted partners and good citizens
are committed to managing our business
with a consistent set of values – honesty, integrity,
diversity, quality, respect, responsibility and
accountability. That is the essence of the
Coca-Cola Promise – to benefit and refresh
everyone that is touched by our business.
We aim to achieve this through four
principle
•
areas of citizenship
•
in the:
•
Community
•
Workplace
Environment Marketplace
• The
mission of Coca-Cola Great Britain
is to help young people to achieve their
personal best, and we aim to achieve
this through three key strategies –
supporting education, encouraging
physical activity and improving
the environment.
COMMUNITY
• The Coca-Cola Valued Youth programme is an
initiative cross-age reading/tutoring scheme which
enables secondary school students to reflect upon
their own learning and make choices and changes
towards a more positive future.
• The initiative helps to build young people’s
self-confidence and esteem by training them to
tutor primary pupils and help them to enjoy
reading over the course of the year.
• As part of the Company’s global three year
partnership with Warner Brothers’ Harry Potter
films which commenced in 2001, Coca-Cola will
be bringing an extra benefit to the young people
participating in Valued Youth. In recognition of their
achievements, Coca-Cola will enable them
to donate 300,000 books of their choice to a local
school or community library during this period.

The Coca-Cola Youth Foundation
Coca-Cola Great Britain established The Coca-Cola Youth
Foundation in 1995. The Foundation is fully funded by the Company
and its primary focus is to provide a positive contribution to the
development of youngsters, mainly teenagers, through education,
physical, cultural or artistic pursuits.
Coca-Cola Great Britain has supported a variety of organisations
including the following:
• Special Olympics GB – supported since 1978. Special Olympics
enables people with a learning disability to acquire, through
sport, the confidence and social & life skills that will help
their inclusion in society.
• Variety Club – supported since 1982. The Variety Club
Children's Charity exists to improve the quality of life
for sick, disabled and disadvantaged young people
throughout the country.
Local Community
Coca-Cola Great Britain is also committed to
being an active citizen in the local community
where our office is based in the Hammersmith
and Fulham Borough, London by supporting
a number of environment, sports and
arts initiatives.
• Outward Bound Trust – supported since 1982. Outward
Bound Trust enables disadvantaged young people to have
access to safe adventure experiences inspiring them to
fulfil their potential through challenging outdoor activity.
The Per Cent Club
Coca-Cola Great Britain has been a
member of Business in the Community
(BITC) since 1988 and is a member of
The Per Cent Club, a group of leading
national and international companies that
are committed to making a significant
contribution to the communities in
which they operate. To qualify for
membership, businesses must contribute
not less than 0.5% of pre-tax profits to
the community.

Coca-Cola Great Britain believes that responsible stewardship
of the environment is a top priority
ENVIRONMENT
•Our approach to environmental
issues is guided by a simple
principle: we will conduct our
business in ways that protect,
preserve and enhance the
environment.
•In particular we focus our efforts on four key
environmental areas – water, energy efficiency,
anti-litter and internal environment
management.
•In Great Britain in particular we
concentrate our environmental
efforts on those areas particularly
relevant to the soft drinks industry,
namely litter and recycling.
• In
• The
• The
Sweeper Zone
particular Coca-Cola
Great Britain has developed
with ENCAMS an exciting
new football based
community initiative called
‘Sweeper Zone’.
programme encourages fans
and the community to take pride
in their local environment by creating
a physically marked zone around
a football stadium called the
Sweeper Zone.
programme has received
support from Rt Hon
Michael Meacher MP and the
Football Association.
• We
• All
have always recognised litter to be a
behavioural problem, and are committed
to helping to alleviate the total problem
as well as addressing specific litter issues.
our packaging carries the
Tidyman symbol.
Since 1965 Coca-Cola Great Britain has supported
ENCAMS, formerly known as the Tidy Britain
Group. We were proud to receive, in 1992, the
Group’s prestigious Queen Mother’s Birthday
Awards Trophy in recognition of our efforts over
the
•
previous decade. Our support has included:-
People and Places – which supports local
authorities in their efforts to keep the
environment clean.
• The
Litter
ENCAMS
National Spring Clean initiative, recently
renamed Just Bin It – which takes place each
April and involves schools, business
organisations and local authorities tidying-up
local ‘grot spots’.
Liverpool FC and Liverpool City Council support Sweeper Zone

• All
• Coca-Cola
• People
Recycling
the packages for the products
of Coca-Cola Great Britain are
capable of being recycled. In this
country, our consumers have
shown a preference for convenient,
non-refillable packages, which,
provided adequate collecting and
recycling facilities exist, are equally
as environmentally friendly
as refillable packages.
Great Britain was the first major
sponsor of Save-a-Can, which, operating on
a national basis, collects cans of both steel
and aluminium, irrespective of their use.
INCPEN
Coca-Cola Great Britain was the founder of the
Industry Council for Packaging and the Environment
(INCPEN) in 1974. The main purpose of the Council
is to promote environmentally responsible and
cost effective policies on packaging.
Coca-Cola Great Britain
has co-sponsored a
variety of school
education materials
produced by INCPEN.
MARKETPLACE
have been enjoying Coca-Cola all over the
world for more than 115 years. Adopting a balanced
diet and an active lifestyle are important steps in
attaining good health. Water is vital for life and we
need to consume at least 2 litres of fluid every day.
Soft drinks contain up to 95% water and are one way
of ensuring we get enough fluids. We offer a variety
of beverage choices and encourage physical activity
through significant community programmes.
eKOsystem is an internal framework for successfully
managing our environmental performance
worldwide. Examples of our commitment are to:
• Ensure that we use recycled material, including
in all stationery, whenever possible throughout
•
the system.
Establish systems within our offices for the
collection of all used cans and plastic cups,
stationery and laser print cartridges for delivery
into recognised recycling systems.
WORKPLACE
Our policies are designed to provide an excellent
working environment and to be responsive to
employee concerns. Examples of key activities and
policies include an employee representative group,
a continuous learning development programme
and the code of business conduct.
• We
have a long-standing policy of not
advertising carbonated soft drinks to
children under 12.