Sustainability at the Coca-Cola Company in a New Era of Brand Building

23 Pages Posted: 30 May 2017

See all articles by James Rubin

James Rubin

University of Virginia – Darden Graduate School of Business Administration

Brian Moriarty

University of Virginia - Darden School of Business

Alison Mehlsak

University of Virginia - Darden School of Business

Abstract

This case is used in Darden's course elective on managing corporate communications. It offers students a concise history of The Coca-Cola Company's (TCCC's) brand history before focusing on the importance that TCCC's Office of Sustainability currently plays in the communications strategy for the brand. The case analyzes how the Office of Sustainability works both locally and globally to partner in innovative ways with stakeholders along the entire supply chain, working together to lessen the environmental impact of TCCC's business.

Excerpt

UVA-BC-0262

Dec. 21, 2015

Sustainability at The Coca-Cola Company in a New Era of Brand Building

I'm convinced that some of the most important business breakthroughs will be sustainability innovations. That's where I believe the action will be—and where we're moving at Coca-Cola.

—Muhtar Kent, CEO and Chairman

Where we are going is further embedding sustainability across our business.

. . .

Keywords: sustainability, supply chain, water, stewardship, ekocenter, social enterprise, recycle, social media, disruption, coke, tab, pepsi

Suggested Citation

Rubin, James and Moriarty, Brian and Mehlsak, Alison, Sustainability at the Coca-Cola Company in a New Era of Brand Building. Darden Case No. UVA-BC-0262, Available at SSRN: https://ssrn.com/abstract=2973915 or http://dx.doi.org/10.2139/ssrn.2973915

James Rubin (Contact Author)

University of Virginia – Darden Graduate School of Business Administration ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States
434-924-4830 (Phone)

HOME PAGE: http://www.darden.virginia.edu/faculty/rubin.htm

Brian Moriarty

University of Virginia - Darden School of Business ( email )

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

Alison Mehlsak

University of Virginia - Darden School of Business

P.O. Box 6550
Charlottesville, VA 22906-6550
United States

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