To reaffirm its commitment to promoting actions to achieve major changes and promote the development of the communities where it operates, thus generating a positive impact, Coca-Cola Latin America presents the “Somos Many” campaign. Guided by three main lines of action – economic empowerment, care and preservation of water and strengthening of a circular economy culture to achieve the World Without Waste vision-, the new campaign aims to present the company’s initiatives in the region, aligned with its purpose of refresh the world and make a difference.
Ángela Zuluaga, VP of Public Affairs, Communication and Sustainability at Coca-Cola Latin America, says:
“Our purpose is to refresh the world and make a difference in the communities where we operate. Therefore, there are many efforts being promoted by Coca-Cola Latin America and our allies across the region to positively contribute to the main challenges we face. There are many of us who want to make a change and seek a better future. ‘We are Many’ was born because, on this journey, we realized that we are not alone. We are convinced that together we make a difference – and that we can make today better than yesterday.”
Created by Ogilvy, the films of the “Somos Meus” campaign, in addition to highlighting the actions, projects and joint initiatives that guide the region on the path to sustainability, seek to raise awareness about the socio-environmental challenges that Latin America faces, as well as empower people to to be part of the process, joining forces for a better future.
During the videos, several young people portray positive attitudes related to the main pillars – whether in favor of packaging circularity, with correct disposal, helping the communities where they are and reinforcing the commitment related to the use of the water used in their products. Phrases such as “If we are many, something starts to change”, “Remember that we are many”, “Helping businesses in our communities to reach their goals”, “Let’s make today taste better than yesterday” are highlighted for reinforce the company’s values.
As part of its contributions to these solutions in this area, Coca-Cola Latin America has established goals in line with its global objectives, by 2030, the company is committed to collecting and recycling the equivalent of 100% of the packaging it places on the market per means of its products. For this same year, it seeks to continue its efforts to make operations more efficient, with the aim of returning 100% of the water it uses in its production processes to nature. Likewise, the company has established the objective of promoting well-being and supporting the development of the communities in which it operates, as well as continuing to promote socioeconomic opportunities with programs to support young people, women and small businesses through The Coca-Cola Foundation.
The objectives are materialized through projects such as “Coca-Cola fuels your business”, which empowers and trains small food retail entrepreneurs with the aim of developing their businesses at a time of resumption of the post-pandemic economy; Água+Acesso, the country’s main water access program, which has already benefited more than 155,000 people in 390 communities in eight Brazilian states since 2007; and Reciclar pelo Brasil, the largest private program to support inclusive recycling in the country, created by Coca-Cola Brasil together with other companies in the food and beverage industry and which in 2022 reached the milestone of 550 thousand tons of recycled material, generating more of R$ 344 million converted into income for collectors in the last five years.
Another example is Coletivo Jovem, a program by the Coca-Cola Brasil Institute that promotes income generation and professional development for socially vulnerable people. Since 2009, it has already impacted more than 350,000 young people in 72 Brazilian communities, of which 99,000 have had access to the job market. Ángela Zuluaga also points out:
“We know there is no one-size-fits-all solution to the challenges communities face in terms of water, recycling and economic empowerment. At Coca-Cola, we are committed to finding solutions with partners – which has led us to create and maintain alliances with key partners, with whom we develop projects that have a significant impact on communities in the region. We know that carrying out these changes and making a difference is only possible together, with articulated and consistent actions.”
The “Somos Muchos” campaign was developed by Ogilvy Argentina as part of WPP’s OpenX, an integrated global team of agencies created to serve The Coca-Cola Company. The campaign seeks to give visibility to the sustainability programs and initiatives that TCCC has developed under the philosophy “Let’s make today taste better than yesterday.” Constanza Archaín, CEO of Ogilvy Latin America states:
“We start from the conviction that many of us want to have a better planet and that every day we can do small actions to improve our environment. The campaign is an invitation to join us and believe that everything adds up, and that small actions generate big changes. We have a collaborative spirit that characterizes us as a Latin American region, the energy driven by the new generations and a motivation that is contagious. It is these attitudes that we want to promote.”
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