Coca-Cola UK imports CSR scheme Live Positively

Coca-Cola Live Positively CSR
Coca-Cola Live Positively CSR

LONDON - Coca-Cola is planning to ramp up its UK CSR activity with the extension of its US umbrella brand, Live Positively, which will be used to communicate the work it carries out in the community.

Speaking at Marketing's Brands Assembly conference last week, Sanjay Guha, president of Coca-Cola Great Britain and Ireland, confirmed that the programme would be rolling out in the UK and would be a significant element of its communications.

'It's an essential way of thinking for us and part of our DNA, where we don't just want to be a responsible producer, but help people make the right decisions,' he said. However, he would not confirm when it would launch.

It is likely that Coca-Cola's UK CSR programmes, which include 'Talent for Trash', a recycling scheme launched in partnership with 13 Football League clubs and their local

authorities, 'Coke Zero's Street Striker', a tie-in with Wayne Rooney, and numerous grass-roots sports initiatives, will be subsumed into the Live Positively scheme.

The strapline used in the US, where the company uses the programme to promote community-focused activity such as its 'Coca-Cola Scholars' scheme and 'Global Water Challenge', which helps to provide safe water in poor countries, is 'Just by drinking Coke, you're giving your community a helping hand.'

In the US, the scheme works closely with schoolchildren where the 'My Coke Rewards' programme gives points for purchases that can be exchanged for school equipment. Similar schemes already exist in the UK, such as Sainsbury's Equipment for Schools, although a similar initiative run by a carbonated-drink brand is likely to incur the wrath of health campaigners.

Guha emphasised that Coca-Cola wants the community work it carries out to become more concentrated on a local scale; in the UK it has already launched an initiative for staff members, called the 'Green Team', and earlier this year teamed up with environmental charity Thames 21 to help clean up the river near its offices in West London.

Guha added that Coca-Cola would be looking to achieve the greatest possible exposure in the run-up to the London 2012 Olympics, to ensure lasting ROI from its top-tier sponsorship of the event.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers