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Lessons learned working on Sustainability at

Lessons Learned

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An overview of some key lessons I learned while working on sustainability at Coca-Cola

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Page 1: Lessons Learned

Lessons learned working on Sustainability

at

Page 2: Lessons Learned

Be True to Who You Are

People will notice when you aren’t true to your nature as a brand.

Washington DC insiders told us “even on the most serious topics, don’t forget you’re Coca-Cola. We expect you to entertain while you explain.”

Page 3: Lessons Learned

Every Brand Can Incorporate Sustainability….carefully

Every brand must find its unique intersection with sustainability that highlights its strengths while recognizing its weaknesses.

The sports team at Coca-Cola wanted to talk about Climate commitments through its sponsorship with NASCAR. Needless to say, they were steered to focus on recycling and NASCAR community support instead.

Page 4: Lessons Learned

Sustainability Doesn’t Mean the Same Thing to Everyone Globally

However, it doesn’t mean it isn’t important to everyone.

Coca-Cola sustainability ads that scored off the charts in one part of the globe, were not as well-received in another.

Page 5: Lessons Learned

Importance of Influence

Some people are more influential than others.

By focusing solely on consumer engagement, we had missed an

entire segment who deeply care about environment, community

and wellbeing and have the ability to influence others.

Page 6: Lessons Learned

Employees Are a Valuable Asset

Consumer research showed that Coca-Cola employees were one of the most trusted sources of information.

And an unknowledgeable employee can be equally damaging to your story.

Page 7: Lessons Learned

Cause Marketing by Corporations Should Celebrate What’s Good

NGOs recognize a proven formula for raising funds: make the consumer feel despaired/guilty and they’ll give. But many brands can’t occupy that territory without losing their essence.

The Polar Bear is one of Coca-Cola’s beloved icons. But it is also a symbol of the impact of climate change. Coca-Cola created a support fund to help WWF with its efforts in the Arctic while celebrating the positive spirit of the holidays that this icon has come to represent.

.

Page 8: Lessons Learned

Want to Learn More?

please contact me at

[email protected]

713-303-2730

You can see samples of my work and thinking at

www.linkedin.com/in/lindamrogers

mailto:[email protected]
http://www.linkedin.com/in/lindamrogers

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