Coca-Cola – College Essay Example

expanded significantly. They used 1500 coolers that reduced greenhouse gas emissions and implemented diesel-electric hybrid vehicles for deliveries. Electric carts were also utilized for bottle transportation within venues, and staff uniforms were made from recycled bottles. Moreover, all athletes received T-shirts made from recycled bottles.

The venues had recycling bins scattered throughout to divert 100% of recyclable waste from landfills. Coca-Cola used their biodegradable 'Bluebottle' for carbonated drinks and water, and coffee was served in cups with matching lids. Athletes staying in the Olympic Village were encouraged to make a ledge to help the environment, and Torchbearers for the Torch Relay were selected based on an essay competition with an environmental theme.

The sponsorship package created focused on sustainability as much as sports sponsorship. According to Thither Boar, Coca-Cola's Olympics Director, research showed that sustainability is important to their customers and consumers, impacting how they perceive the brand. The company was meticulous in making the communications effort as credible as possible.

The sponsorship plan was developed in consultation with WFM Canada and the David Suzuki Foundation, Canadian environmental organizations. An independent third party calculated the company's carbon footprint and evaluated their overall sponsorship of the games.

The company has pledged to achieve 100% recycling of plastic bottles for the London 2012 Olympics. They have partnered with Sits UK, the waste management partner for the Games, to recycle the collected materials into 80 million new Coke bottles within six weeks after the Games end.

Coca-Cola's Olympics sponsorship has evolved as part of their response to the sustainability agenda. In 2009, they announced Commitment 2020, a set of goals based on five strategic themes. By 2011, these goals had

increased to seven priorities, including Energy and Climate Change, Sustainable Packaging/Recycling, Product Portfolio, and Active Healthy Lifestyle. They have specific plans in place to reduce embedded carbon and energy use, achieve zero waste in production facilities, improve consumer nutrition information, and promote healthy nutrition and active lifestyles through partnerships.The company shows its commitment to the community by investing 1% of annual pre-tax profit in charitable and community partners, as well as promoting employee volunteering. In the workplace, they strive to foster a diverse and inclusive culture, provide a safe and healthy work environment, and offer access to health and well-being programs for employees. To support their sustainability strategy, they appointed a Chief Sustainability Officer in 2011 and regularly report on Corporate Responsibility and Sustainability (CARS). They have also launched a website, www.Coke.Com, dedicated to communicating their sustainability performance. The company effectively utilizes social media, with their Facebook page having over 27 million fans. They use this reach to encourage people globally to contribute to society through their 'Live Positively' campaign on www.Leopoldville.Com/#/home. Additionally, the company introduced CARS week in 2009 to engage all employees in projects or events and internally communicate their sustainability commitments and strategy.

The company's communication efforts were successful, as demonstrated by its recognition as the Food and Beverage Industry leader in Newsweek's Green Rankings. Additionally, it received the 2010 CRA and PR News CARS Award for corporate responsibility reporting. These achievements were significant, but even more importantly, the company's sustainability efforts gained recognition among its employees. In fact, 90% of employees expressed pride in working for the company due to its CARS commitments.