Challenge:
How does a company like Coca-Cola talk credibly about topics such as sugar use, water waste and plastic pollution?
Strategy:
Create a platform that enabled the brand to talk honestly about the things it was doing, to give their sustainability story space to breathe. To give their people the confidence to speak. We called it ‘Never Settle’.
Inside:
Internal workshops for Senior Leaders and Managers combined learning content with insights from external subject matter experts to give them the knowledge and skills to act as brand ambassadors on sustainability topics and communicate this knowledge across the organisation.
Out:
Coca-Cola’s first ever consumer facing corporate reputation campaign – across 26 European markets. Using the voices of employees to explain the work the company as supporting and funding.
Results:
Employee knowledge of sugar, water and plastic waste up 142%
Brand favourability scores among consumers aware of the campaign up 42%
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