When Coca-Cola achieved the milestone of replenishing all the water it uses globally – a goal it met five years ahead of schedule – my team was asked to tell the world...in one ad.
CHALLENGE: Despite sustainability efforts, Coke is widely criticized, particularly when it comes to water usage. The client didn’t want our creative work to look or feel like typical Coke advertising.
THE CONCEPT: Inspired by Coke’s Director of Global Water Stewardship Greg Koch, who said, “Water is the heart of our business, so all of our efforts to replenish water we use are a labor of love.”
Full-page print and digital ads ran in the Atlanta Journal Constitution, the Sunday New York Times, and The International New York Times.
The announcement took place during World Water Week in Stockholm, Sweden and received extensive U.S. and international coverage with CNN, CNBC, the NYT and USA Today.
