the ideaA 2,600 mile relay involving a single bottle being handed off across the USA from the Western most point to the Spartanburg plant.

It starts with Coke employees and builds to involve consumers.

It’s a metaphor for the journey that Coca-Cola and the American public are setting out on together.

How does it get there?With the help of good

clean energy.

RunRowSail

WalkBike

RollerbladeHybrid

Segway

Where do we go?We travel across the USA hitting high impact cities that have both a strong system presence and concentrations of concerned Americans who can influence change:

Coca-Cola employees & bottlersOpinion leadersCollege / university students & academicsInvolved mothers / heads of families

Recyclemania Colleges Give It Back Colleges Charlotte Live Positively PilotNASCARAmerican IdolLA LiveBoys & Girls Clubs of AmericaNational ParksRails to TrailsAthletes (Olympic, NCAA, NBA, PGA, LPGA, etc)Local Teams and Venues supported by Bottlers

…and connect current assets where possible

The Spartanburg plant will hold its grand opening on January 14th. Due to this accelerated timing, we have considered several options for the relay.

situation

timingThe journey is announced on January 14th, 2009 at the official ribbon cutting. We will leverage communication and press at the Spartanburg opening to begin spreading the word.

We kick off an online contest to recruit bottle carriers, asking Coca-Cola employees, affiliates and partners to submit their L+ stories, including how and where they’d like to carry the bottle.

The actual relay begins on Earth Day, April 22nd, 2009. The relay lasts 60 days, which represents the approximate amount of time it takes to complete a bottle for bottle recycling process.

Together we steward the bottle out of the city and across the USA.

considerationsTiming a bit further away from the opening, but aligns the effort with Earth Day

Lead time allows for more planning, more markets, but is still very aggressive

Timing allows some anticipation and build between announcement and race

At launch, colleges will be finishing their school year, but we can still recruit for bottler carriers

Q2 timing enables more outdoor events and better running conditions

market activationMarkets will be activated in varying levels, in order to focus efforts and maximize timing and budgets.

High-Impact Cities (5)• A celebrity figure carries the bottle• A hand-off at an event or key location+ Medium- & low-impact city activities

Medium-Impact Cities (6)• Higher-level recruitment to ensure key bottle carriers (A high-level system

employee, an state-level opinion leader, Boys & Girls Club kids, GIB & Recyclemania college students)

• Advance team sets out recycling bins along the path and arranges for collection by municipal program or by Relay team

• Drop off team to meet with city officials to pitch recycling program/Recyclebank implementation

+ Plus low-impact city activities

Low-Impact Cities (6)• Advance PR to generate coverage by local TV/print/radio• Run by the morning news if possible• System & CCR employees carry bottle• Try to get mayor to carry bottle

high impact citiesLA – Arnold Schwarzenegger carries bottle, LA Live visit/signage, Jay

Leno or Ellen show visit (maybe Jay drives in one of his cars or Ellen dances it for a distance), B&GC of Santa Monica/Long Beach/LA Habor kids carry bottle, Cal State (GIB)/UCLA (GIB) students carry bottle

Houston – Sanya Richards carries bottle (Coke Olympian), B&GC of Greater Houston kids carry bottle, University of Houston (GIB)/Texas A&M (GIB), University of Texas (GIB) students carry bottle

New York – American Idol finale visit (May 19-20 – we’ll probably too late), previous Idol Winner and/or Ryan Seacrest carries bottle, Times Square visit/signage, Martha Stewart Show visit, Today Show visit, carriage ride through Central Park w/bottle

DC – Press conference for Opinion Elite, B&GC of Greater Washington kids carry bottle, Georgetown University (GIB)/George Washington (GIB) students carry bottle

Atlanta – Headquarters visit, balloon ride to Spartanburg, B&GC of Metro Atlanta kids carry bottle, Georgia Tech (GIB) students carry bottle

medium impact citiesSalt Lake – Salt Lake City marathon visit (April 2009?), B&GC of Greater Salt

Lake kids carry bottle, University of Utah (GIB) students carry bottle, visit Provo-Jordan River Parkway Trail (Rails to Trails), hang glider transports bottle

San Francisco – Big Sur International marathon visit (Carmel, April 2009?), B&GC of San Fran kids carry bottle, Berkeley (GIB)/City College of San Fran (GIB)/San Fran State University (GIB) students carry bottle, cable-car transports bottle

Phoenix – B&GC of Greater Scottsdale/Tempe/Metro Phoenix kids carry bottle, AZ State students carry bottle, create EcoMoms partnership so they carry the bottle, land yachts transport the bottle

Dallas – Cowboys quarterback & receiver throw bottle for a distance, B&GC of Greater Dallas kids carry bottle, visit Katy Trail (Rails to Trails)

Chicago – Oprah show visit, B&GC of Chicago kids carry bottle, Northwestern (GIB)/City College of Chicago students carry bottle, visit Friends of Bloomingdale Trail (Rails to Trails), sailboat transports the bottle to Detroit

Detroit – Eastern Michigan (GIB) students carry bottle

low impact citiesSacramento – Natalie Coughlin carries bottle (Coke Olympian)

St. Louis –

Springfield – B&GC of Springfield kids carry bottle

Grand Rapids –

Cleveland – LeBron James carries bottle

Baltimore –

Charlotte – Coke 600/billboard visit (May 24)

extending the buzz (retail)• Limited edition green caps on Coca-Cola products

asking you to “Give it Back”.

• On-product messaging that tells the Relay story and drives to web.

• Red Laces made of recycling PET.

• Retail promos i.e. empty promise coupon.

extending the buzz (online)A site dedicated to the Relay, allowing Coke and consumers to share their stories.

Online Pledge. Share stories & select bottler carriers. Bottle cam. Who’s got the bottle now. Profiles. Bottle tracker. Where is the bottle now. Videos. Clips of the day. Highlights of the journey.Daily blogger. Chronicles the journey. Join us. How far are you willing to go.Geo-Targeted Media. Alert online consumers that the bottle is coming to their area.

finale At the end of its journey, a consumer hands the bottle to a plant employee to be recycled. We broadcast this grand final to Coke affiliates and those who participated so that they too can celebrate this great achievement.

Invite the media and Coke affiliates to an event in Spartanburg.

We release the documentary video of the story.

The relay becomes a cornerstone of our story that can be retold.

finale(additions & options)

Deliver the bottle to the world of coke where employees, press, and affiliates can join in the celebration. Bottle is then flown to Spartanburg in a red hot-air balloon.

A celebration is held that evening in Atlanta for all of those that partook in the relay; press & opinion elite are invited as well.

action items-Routing / Logistics planning-Participant Registration & Background Checks, Interviews-Alternates for Participants & Senerio Development-Staffing, Event Permits, Insurance-Local, City, State Ordinance, Police-Scheduling, Routing, Inspection, Alternative Routes-Chase & Crew Vehicles, DOT-Crew & Participant Lodging-Participant Travel-Participant provided transportation, Inspection, Liability-Coordinating with existing/scheduled events, PR (Bottlers, College, Brand)-Paramedics/ On Site Medical -Emergency Planning & Routing (Start to Finish)-Film Crew-Technology

next stepsSelect timing option and rough routeSet budget parametersCreative & experiential developmentGather key stakeholders in Atlanta for summit meeting