Everyone knows Coca-Cola, originally founded in 1886, it is the world's leading manufacturer, marketer and distributor of non-alcoholic beverage concentrates and syrups, used to produce nearly 400 brands globally. Recently Coca-Cola launched a 'global manifesto for growth' outlining a clear way forward into the new century. A key objective is for the people who work at Coke to really connect with and 'live' the brand.
By experiencing the values and sharing in the vision of the company, a clear and consistent approach to 'walking the talk' is underway. BrandCulture have been working with Coke over the past few years to do exactly that.
Related Projects
Coke Leadership, Coke Environment & Coke Case Study
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The 'Collaboration' brand value became a sailing event. Staff were divided into teams and sent out on several yachts in Sydney Harbour where they would compete against one another, forging alliances and partnerships enforcing the days brand value.
Every event is photographed, applied to designs and updated throughout the different Coke offices to create a correlation between the event and the working environment. Mementos of the day are also distributed to underpin the values experienced during the activities.
The updateable graphics system is perpetually refreshed in synchronisation with these quarterly events to maintain interest in the brand and encourage staff to advocate the experiences to new members of the team.
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This shared experience gave the opportunity to see colleagues and managers engaging in mental and physical activities they wouldn't normally come across in the workplace, and offered employees the chance to build relationships with departments and individuals with whom they may not frequently interact, fostering a 'Team Coke' mentality. |
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Brandwall Graphic
