Coco Cola

Coke LoreCoke in the Movies

From Star to Bit Player, Coca-Cola® Sparkles on FilmWant a Coke® at the movies? You can try the lobby -- or check out the screen.

Filmmakers around the world use Coca-Cola or our other products to help tell their stories, and they have for decades. Often it's a quick cameo appearance that lends casual authenticity. Sometimes Coca-Cola takes the spotlight. Here are some highlights of the "reel thing":

MARQUEE MOMENTS:The Gods Must Be CrazyThis South African comedy takes a wry view of modern life circa 1980. A Coke bottle tossed from a plane lands in the remote village of peaceful Bushmen. Thought to be a divine gift, the bottle assumes growing importance in the tribe, which eventually leads to strife. When the wise tribal leader tries to return it to the gods, he meets the "civilized" world.

The film was a hit in Europe and Japan before winning U.S. audiences in 1984.

One, Two, ThreeSet in 1961 as the Cold War heats up, this features a Coca-Cola bottler in West Berlin. Life turns upside down when the visiting daughter of a Coca-Cola executive meets and marries an East Berlin communist student.

The film was named one of the ten best releases of the year by The New York Times.

SUPPORTING ROLES:On the Beach -- A submarine officer investigates strange Morse code signals. In a deserted restaurant, he finds a Coke bottle resting on the transmitter, entangled in the cord of a window shade. As the shade flaps, the bottle taps.

It's a Wonderful Life -- Young George Bailey works in a pharmacy with a Coca-Cola soda fountain. In fact, he's surrounded by Coke items, from stained glass lamp shades to a thermometer to a "Betty" tray. 

Dr. Strangelove -- A Coke vending machine briefly takes center stage when the protagonist needs to make a phone call to the President. He instructs his sidekick to shoot the machine for its change-and the sidekick replies he will have

to answer to The Coca-Cola Company. 

The Paper -- Tabloid editor Henry Hackett consumes a lot ofCoca-Cola as he works to get to the bottom of a big story. He and his co-workers share screen time with a Coke vending machine in the office.

Silent Movie -- When gangsters threaten, the protagonist has the perfect sidekick-a Coke machine that shoots exploding cans.

E.T. -- Explaining life on Earth to his alien friend, young Elliott shows E.T. a refrigerator with Coke.

CORPORATE RESPONSIBILITY

Argentina's Most Admired Companies Ranking (October 2006) Learn more »

2006 Corporate Social Responsibility Award, American Chamber in Shanghai (September 2006) Learn more »

Leader in Corporate Social Responsibility, Gerente (September 2006) Learn more »

Citizenship efforts, Committee for Economic Development (June 2006)

Social reporting transparency, Roberts Environmental Center (January 2006)

Corporate Social Responsibility Award, National Puerto Rican Coalition (2005)

China's Best Corporate Citizen Conduct Award, 21st Century Business Herald(December 2005)

Best Corporate Citizen, China Ministry of Civil Affairs (November 2005)

Guangming Corporate Social Responsibility Award for Multinationals, Guangming Daily(September 2005)

Model Corporate Citizen, China Charity Federation and China Trade News (September 2005)

Thai Pure Drinks awarded Royal Garuda in recognition of corporate citizenship efforts and important role in Thai society

The Coca-Cola Foundation in Mexico recognized by Mexican Philanthropic Society as a Socially Responsible Corporate Citizen for fourth consecutive year, and by Procura, one of Mexico's leading educational and training organizations, for its support of sponsorships, school programs and other non-profit initiatives

Coca-Cola Amatil received AA rating in social responsibility (RepuTex index, 2003)

Golden Peacock Award for Global Excellence in Corporate Governance, by the World Council for Corporate Governance (India, 2002)

"The Service to Peace through Corporate Responsibility Award" from the Pacem in Terris (Peace on Earth) Institute in recognition of the company's long-term commitment and large-scale initiatives in the economic and community development of Africa

Since its inception in 1886, Coca-Cola has been notable for its advertising slogans.[1]

Contents

 [hide]

1     Slogans, 1886 - 2010 in America   

2     Canada   

3     Australia/New Zealand   

4     Russia   

5     Middle East   

6     India   

7     Pakistan   

8     Italy   

9     Poland   

10      References   

11      External links   

[edit]Slogans, 1886 - 2010 in America

1886 - Drink Coca-Cola.

1887 - Delicious! Refreshing! Invigorating! Exhilarating!

1891 - The Ideal Brain Tonic/The Delightful Summer-Winter beverage.

1904 - Delicious and refreshing.

1905 - Coca-Cola revives and sustains.

1906 - The great national temperance beverage.

1908 - Good til the last drop

1917 - Three million a day.

1922 - Thirst knows no season.

1923 - Enjoy life.

1924 - Refresh yourself.

1925 - Six million a day.

1926 - It had to be good to get where it is.

1927 - Pure as Sunlight

1927 - Around the corner from anywhere.

1928 - Coca-Cola ... pure drink of natural flavors.

1929 - The pause that refreshes.

1932 - Ice-cold sunshine.

1937 - America's favorite moment.

1938 - The best friend thirst ever had.

1938 - Thirst asks nothing more.

1939 - Coca-Cola goes along.

1939 - Coca-Cola has the taste thirst goes for.

1939 - Whoever you are, whatever you do, wherever you may be, when you think of refreshment,

think of ice cold Coca-Cola.

1941 - Coca-Cola is Coke!

1942 - The only thing like Coca-Cola is Coca-Cola itself.

1944 - How about a Coke?

1945 - Coke means Coca-Cola.

1945 - Passport to refreshment.

1947 - Coke knows no season.

1948 - Where there's Coke there's hospitality.

1949 - Coca-Cola ... along the highway to anywhere.

1952 - What you want is a Coke.

1954 - For people on the go.

1956 - Coca-Cola ... makes good things taste better.

1957 - The sign of good taste.

1958 - The Cold, Crisp Taste of Coke

1959 - Be really refreshed.

1963 - Things go better with Coke.

1966 - Coke ... after Coke ... after Coke.

1969 - It's the real thing.

1971 - I'd like to buy the world a Coke. (basis for the song I'd Like to Teach the World to Sing)

1974 - Look for the real things.

1976 - Coke adds life.

1979 - Have a Coke and a smile.

1982 - Coke is it!

1985 - America's Real Choice

1986 - Red White & You (for Coca-Cola Classic)

1986 - Catch the Wave (for New Coke)

1989 - Can't Beat the Feeling. (also used in the UK)

1993 - Always Coca-Cola.

2000 - Enjoy.

2001 - Life tastes good. (also used in the UK)

2003 - Real.

2005 - Make It Real.

2006 - The Coke Side of Life (used also in the UK)

2007 - Live on the Coke Side of Life (also used in the UK)

2009 - Open Happiness

2010 - Twist The Cap To Refreshness

[edit]Canada

"Coca-Cola refreshes you best" (1960)

"Things go better with Coke" (1966)

"It's the Real Thing" (1971)

"Coke adds life" (1977)

"Coca-Cola is it" (1983)

"You Can't Beat the Feeling" (1988)

coca cola, vivi la vida (2010)

[edit]Australia/New Zealand

"Be really refreshed" (1961)

"Things go better with Coke" (1965)

"It's the real thing" (1972)

"Coke adds life" (1977)

"Smile. Coke adds life" (1980)

"Coke is it!" (1982)

"You Can't Beat the Feeling" (1987)

"Live on the Coke side of life" (2008)

"Real taste. Uplifting refreshment" (2009)

[edit]Russia

"Всегда Coca-Cola" (1993–2009, "Always Coca-Cola")

"Coca-Cola идет в дом!" (2010, "Coca-Cola is in the house!")

[edit]Middle East

"Coca-Cola, elTaam elAsly" (2005, "The Real Taste")

"Coca-Cola w Bass!" (2006, Coca-Cola - Only!)

"El Donya Helwa Maa' Coca-Cola!" (2007, "The Coke Side of Life" - based on Nancy Ajram song)

"ElHaya Dayman Ahla Maa' Coca-Cola" (2008, "Live on the Coke Side of Life")

"Eftah Coca-Cola Tefrah" (2009, "Open Happiness")

[edit]India

"Thanda matlab Coca-Cola!" ("Cold means Coca-Cola!") (2000s) [2]

"jo chaho ho jaye, Coca-Cola enjoy!" ("Whatever happens, enjoy Coca-Cola!")

[edit]Pakistan

"Dill Hai To Mango Aur" ("if you have a heart ask for more") (2000s)

[edit]Italy

"Coca-Cola di più!" (1980s)

[edit]Poland

"Coca-Cola. To jest to!" (1982) [3]

PROBLEMS

Type: PublicOn the web: http://www.thecoca-colacompany.comEmployees: 92,800Employee growth: 0.4%

Coke is it -- it being the world's #1 soft-drink company. The Coca-Cola Company (TCCC) owns four of the top five soft-drink brands (Coca-Cola, Diet Coke, Fanta, and Sprite). Its other brands include Minute Maid, Powerade, and Dasani water. In North America it sells Groupe Danone's Evian; it also sells brands from Dr Pepper Snapple Group (Crush, Dr Pepper, and Schweppes) outside Australia, Europe, and North America. The firm makes or licenses more than 3,000 drinks under 500 brand names in some 200 nations. Although it does no bottling itself, Coke owns 34% of the world's #1 Coke bottler Coca-Cola Enterprises (CCE); 32% of Mexico's bottler Coca-Cola FEMSA; and 23% of European bottler Coca-Cola Hellenic Bottling.

Key numbers for fiscal year ending December, 2009: Sales: $30,990.0MOne year growth: (3.0%)Net income: $6,824.0MIncome growth: 17.5%

Officers:EVP and CFO: Gary P. FayardSVP Global Public Affairs and Communications: Clyde C. TuggleVP and Director International Public Policy: Janet A. Howard

Competitors:Dr Pepper Snapple GroupNestléPepsiCo

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Company Perspectives:

The Coca-Cola Company exists to benefit and refresh everyone it touches.

The basic proposition of our business is simple, solid and timeless. When we bring refreshment, value, joy and fun to our stakeholders, then we successfully nurture and protect our brands, particularly Coca-Cola. That is the key to fulfilling our ultimate obligation to provide consistently attractive returns to the owners of our business.

Key Dates:

1886: Pharmacist Dr. John Styth Pemberton concocts Coca-Cola, a mixture of sugar, water, caffeine, and extracts of the coca leaf and the kola nut.

1891: Asa G. Candler, a druggist, gains complete control of Pemberton's enterprise. 1892: Candler incorporates The Coca-Cola Company. 1899: The first bottling franchise is established. 1905: Coca-Cola syrup is completely free of cocaine. 1916: The unique, contour-shaped Coke bottle is introduced. 1919: Ernest Woodruff and an investor group buy the company for $25 million; the company goes public at $40 per 

share. 1923: Robert Winship Woodruff becomes president of the firm. 1943: Coca-Cola plants are set up near fighting fronts in North Africa and Europe, helping boost American GI spirits 

and introduce Coke to the world market. 1960: The Minute Maid Corporation is acquired. 1961: Sprite makes its debut. 1981: Roberto Goizueta becomes chairman. 1982: Columbia Pictures is acquired for $750 million; Diet Coke is introduced to the market. 1985: Coca-Cola is reformulated; New Coke is rejected by consumers, and the company brings back the original 

formula, calling it Coca-Cola Classic. 1987: Company sells its entertainment business to Tri-Star Pictures. 1990: Sales surpass the $10 billion mark for the first time. 1997: Douglas Ivester succeeds Goizueta as chairman and CEO.

1999: Company acquires the rights to sell Schweppes, Canada Dry, Dr Pepper, and Crush brands in 157 countries, not including the United States, Canada, Mexico, and most of Europe.

2000: New CEO Douglas N. Daft launches major restructuring involving job cuts of 5,200. 2002: Company launches Vanilla Coke. 2004: E. Neville Isdell is named chairman and CEO.

Incorporated: 1892NAIC: 312111 Soft Drink Manufacturing; 311930 Flavoring Syrup and Concentrate Manufacturing; 311411 Frozen Fruit, Juice, and Vegetable Manufacturing; 311920 Coffee and Tea Manufacturing; 312112 Bottled Water Manufacturing

The Coca-Cola Company is the world's number one maker of soft drinks, selling 1.3 billion beverage servings every day. Coca-Cola's red and white trademark is probably the best-known brand symbol in the world. Headquartered since its founding in Atlanta, Coca-Cola makes four of the top five soft drinks in the world, Coca-Cola at number one and Diet Coke, Fanta, and Sprite at numbers three through five. The company also operates one of the world's mostpervasive distribution systems, offering its nearly 400 beverage products in more than 200 countries worldwide. Nearly 70 percent of sales are generated outside North America, with revenues breaking down as follows: North America, 30 percent; Europe, Eurasia, and the Middle East, 31 percent; Asia, 24 percent; Latin America (including Mexico), 10 percent; and Africa, 4 percent. Among the company's products are a variety of carbonated beverages (including the aforementioned brands and many others, such as Fresca, Barq's, and Cherry and Vanilla Coke); sports drinks (POWERade and Aquarius); juices and juice drinks (Minute Maid, Fruitopia, Hi-C, Five Alive, Qoo, Maaza, and Bibo); teas (Sokenbicha and Marocha); coffees (Georgia); and bottled waters (Ciel, Dasani, and Bonaqua). Moreover, the company holds the rights to the Schweppes, Canada Dry, Dr Pepper, and Crush brands outside of North America, Europe, and Australia. Coca-Cola's development into one of the most powerful and admired firms in the world has been credited to proficiency in four basic areas: consumer marketing, infrastructure (production and distribution), product packaging, and customer (or vendor) marketing.

The inventor of Coca-Cola, Dr. John Styth Pemberton, came to Atlanta from Columbus, Georgia, in 1869. In 1885 he set up a chemical laboratory in Atlanta and went into the patent medicine business. Pemberton invented such products as Indian Queen hair dye, Gingerine, and Triplex liver pills. In 1886 he concocted a mixture of sugar, water, and extracts of the coca leaf and the kola nut. He added caffeine to the resulting syrup so that it could be marketed as a headache remedy. Through his research Pemberton arrived at the conclusion that this medication was capable of relieving indigestion and exhaustion in addition to being refreshing and exhilarating.

The pharmacist and his business partners could not decide whether to market the mixture as a medicine or to extol its flavor for its own sake, so they did both. In Coca-Cola: An Illustrated History, Pat Watters cited a Coca-Cola label from 1887 which stated that the drink, "makes not only a delicious ... andinvigorating beverage ... but a valuable Brain Tonic and a cure for all nervous affections." The label also claimed that "the peculiar flavor of Coca-Cola delights every palate; it is dispensed from the soda fountain in the same manner as any fruit syrup." The first newspaper advertisement for Coca-Cola appeared exactly three weeks after the first batch of syrup was produced, and the famous trademark, white Spenserian script on a red background, made its debut at about the same time.

Coca-Cola was not, however, immediately successful. During the product's first year in existence, Pemberton and his partners spent around $74 in advertising their unique beverage and made only $50 in sales. The combined pressures of poor business and ill health led Pemberton to sell two-thirds of his business in early 1888. By 1891, a successful druggist named Asa G. Candler owned

the entire enterprise. It had cost him $2,300. Dr. Pemberton, who died three years earlier, was never to know the enormous success his invention would have in the coming century.

Candler, a religious man with excellent business sense, infused the enterprise with his personality. Candler became a notable philanthropist, associating the name of Coca-Cola with social awareness in the process. He was also an integral part of Atlanta both as a citizen and as a leader. Candler endowed Emory University and its Wesley Memorial Hospital with more than $8 million. Indeed, the university could not have come into existence without his aid. In 1907 he prevented a real estate panic in Atlanta by purchasing $1 million worth of homes and reselling them to people of moderate income at affordable prices. During World War I, Candler helped to avert a cotton crisis by using his growing wealth to stabilize the market. After he stepped down as the president of Coca-Cola, he became the mayor of Atlanta and introduced such reforms as motorizing the fire department and augmenting the water system with his private funds.

Under Candler's leadership, which spanned a 26-year period, the Coca-Cola Company grew quickly. Between 1888 and 1907, the factory and offices of the business were moved to eight different buildings in order to keep up with the company's growth and expansion. As head of the company, Candler was most concerned with the quality and promotion of his product. He was particularly concerned with production of the syrup, which was boiled in kettles over afurnace and stirred by hand with large wooden paddles. He improved Pemberton's formula with the help of a chemist, a pharmacist, and a prescriptionist. In 1901, responding to complaints about the presence of minute amounts of cocaine in the Coca-Cola syrup, Candler devised the means to remove all traces of the substance. By 1905, the syrup was completely free of cocaine.

In 1892, the newly incorporated Coca-Cola Company allocated $11,401 for advertising its drink. Advertising materials included signs, free sample tickets, and premiums such as ornate soda fountain urns, clocks, and stained-glass lampshades, all with the words "Coca-Cola" engraved upon them. These early advertising strategies initiated the most extensive promotional campaign for one product in history. Salesmen traveled the entire country selling the company's syrup, and by 1895 Coca-Cola was being sold and consumed in every state in the nation. Soon it was available in some Canadian cities and in Honolulu, and plans were underway for its introduction into Mexico. By the time Asa Candler left the company in 1916, Coke had also been sold in Cuba, Jamaica, Germany, Bermuda, Puerto Rico, the Philippines, France, and England.

An event that had an enormous impact on the future and very nature of the company was the 1899 agreement made between Candler and two young lawyers that allowed them to bottle and sell Coca-Cola throughout the United States: the first bottling franchise had been established. Five years later, in 1904, the one-millionth gallon of Coca-Cola syrup had been sold. In 1916 the now universally recognized, uniquely contour-shaped Coke bottle was invented. The management of all company advertising was assigned to the D'Arcy Advertising Agency, and the advertising budget had ballooned to $1 million by 1911. During this time, all claims for the medicinal properties of Coca-Cola were quietly dropped from its advertisements.

World War I and the ensuing sugar rationing measures slowed the growth of the company, but the pressure of coal rations led Candler's son, Charles Howard, to invent a process whereby the sugar and water could be mixed without using heat. This process saved the cost of fuel, relieved the company of the need for a boiler, and saved a great amount of time since there was no need for the syrup to go through a cooling period. The company continued to use this method of mixing into the 1990s.

Although Candler was fond of his company, he became disillusioned with it in 1916 and retired. One of the reasons for this decision was the new tax laws which, in Candler's words, did not allow for "the accumulation of surplus in excess of the amount necessary for profitable and safe conduct

of our particular business." (It has also been suggested that Candler refused to implement the modernization of company facilities.)

Robert Winship Woodruff became president of the company in 1923 at the age of 33. His father, Ernest Woodruff, along with an investor group, had purchased it from the Candler family in 1919 for $25 million, and the company went public in the same year at $40 a share. After leaving college before graduation, Woodruff held various jobs, eventually becoming the Atlanta branch manager and then the vice-president of an Atlanta motor company, before becoming the president of Coca-Cola.

Having entered the company at a time when its affairs were quite tumultuous, Woodruff worked rapidly to improve Coca-Cola's financial condition. In addition to low sales figures in 1922, he had to face the problem of animositytoward the company on the part of the bottlers as a result of an imprudent sugar purchase that management had made. This raised the price of the syrup and angered the bottlers. Woodruff was aided in particular by two men, Harrison Jones and Harold Hirsch, who were adept at maintaining good relations between the company and its bottling franchises.

Woodruff set to work improving the sales department; he emphasized quality control, and began advertising and promotional campaigns that were far more sophisticated than those of the past. He established a research department that became a pioneering market research agency. He also worked hard to provide his customers with the latest in technological developments that would facilitate their selling Coca-Cola to the public, and he labored to increase efficiency at every step of the production process so as to raise the percentage of profit from every sale of Coca-Cola syrup.

Through the 1920s and 1930s such developments as the six-pack carton of Coke, which encouraged shoppers to purchase the drink for home consumption, coin-operated vending machines in the workplace, and the cooler designed by John Stanton expanded the domestic market considerably. Also, by the end of 1930, as a result of the company's quality control efforts, Coca-Cola tasted exactly the same everywhere.

Considered slightly eccentric, Woodruff was a fair employer and an admired philanthropist. In 1937, he donated $50,000 to Emory University for a cancer diagnosis and treatment center, and over the years gave more than $100 million to the clinic. He donated $8 million for the construction of the Atlanta Memorial Arts Center. Under his leadership the Coca-Cola Company pioneered such company benefits as group life insurance and group accident and health policies, and in 1948 introduced a retirement program.

Woodruff was to see the Coca-Cola Company through an era marked by important and varied events. Even during the Great Depression the company did not suffer thanks to Woodruff's cost-cutting measures. When Prohibition was repealed, Coca-Cola continued to experience rising sales. It was World War II, however, that catapulted Coca-Cola into the world market and made it one of the country's first multinational companies.

Woodruff and Archie Lee of the D'Arcy Advertising Agency worked to equate Coca-Cola with the American way of life. Advertisements had, in Candler's era, been targeted at the wealthy population. In Woodruff's time the advertising was aimed at all Americans. By early 1950, African Americans were featured in advertisements, and by the mid-1950s there was an increase in advertising targeted at other minority groups. Advertising never reflected the problems of the world, only the good and happy life. Radio advertising began in 1927, and through the years Coca-Cola sponsored many musical programs. During World War II, Woodruff announced that every man in uniform would be able to get a bottle of Coke for five cents no matter what the cost to the company. This was an extremely successful marketing maneuver and provided Coke with good publicity. In 1943, at the request of General Eisenhower, Coca-Cola plants were set up near the

fighting fronts in North Africa and eventually throughout Europe in order to help increase the morale of U.S. soldiers. Thus, Coca-Cola was introduced to the world.

Coke was available in Germany prior to the war, but its survival there during the war years was due to a man named Max Keith who kept the company going even when there was little Coca-Cola syrup available. Keith developed his own soft drink, using ingredients available to him, and called his beverage Fanta. By selling this beverage he kept the enterprise intact until after the war. When the war was over the company continued to market Fanta. By 1944, the Coca-Cola company had sold one billion gallons of syrup, by 1953 two billion gallons had been sold, and by 1969 the company had sold six billion gallons.

The years from the end of World War II to the early 1980s were years of extensive and rapid change. Although Woodruff stepped down officially in 1955, he still exerted a great amount of influence on the company over the coming years. There were a series of chairmen and presidents to follow before the next major figure, J. Paul Austin, took the helm in 1970; he was followed by Roberto Goizueta in 1981. In 1956, after 50 years with the D'Arcy Advertising Agency, the Coca-Cola Company turned its accounts over to McCann-Erickson and began enormous promotional campaigns. The decade of the 1950s was a time of the greatest European expansion for the company. During this decade Coca-Cola opened approximately 15 to 20 plants a year throughout the world.

The company also began to diversify extensively, beginning in 1960, when the Minute Maid Corporation, maker of fruit juices and Hi-C fruit drinks, was acquired by Coca-Cola. Four years later the Duncan Foods Corporation also merged with the company. In 1969 Coca-Cola acquired the Belmont Springs Water Company, Inc., which produced natural spring water and processed water for commercial and home use. The following year the company purchased Aqua-Chem, Inc., producers of desalting machines and other such equipment, and in 1977 Coca-Cola acquired the Taylor Wines Company and other wineries. These last two companies were sold later under Goizueta's leadership.

In addition to its diversification program, the Coca-Cola Company also expanded its product line. Fanta became available in the United States during 1960 and was followed by the introduction of Sprite (1961), TAB (1963), and Fresca (1966), along with diet versions of these drinks. One reason that Coca-Cola began to introduce new beverages during the 1960s was competition from Pepsi Cola, sold by PepsiCo, Inc. Pepsi's success also motivated the Coca-Cola Company to promote its beverage with the slogan "It's the Real Thing," a subtle, comparative form of advertising that the company had never before employed.

Things did not always run smoothly for Coca-Cola. When Coke was first introduced to France, the Communist party, as well as conservative vineyard owners, did what they could to get the product removed from the country. They were unsuccessful. Swiss breweries also felt threatened, and spread rumors about the caffeine content of the drink. More consequential was the Arab boycott in 1967 which significantly hindered the company's relations with Israel. In 1970 the company was involved in a scandal in the United States when an NBC documentary reported on the bad housing and working conditions of Minute Maid farm laborers in Florida. In response, the company established a program that improved the workers' situation. In 1977 it was discovered that Coca-Cola, for various reasons, had made $1.3 million in illegal payments over a period of six years, mostly to executives and government officials in foreign countries.

During the 1970s, under the direction of Chairman J. Paul Austin and President J. Lucian Smith, Coca-Cola was introduced in Russia as well as in China. To enter the Chinese market, the company sponsored five scholarships for Chinese students at the Harvard Business School, and supported China's soccer and table-tennis teams. The beverage also became available in Egypt in 1979, after an absence there of 12 years. Austin strongly believed in free trade and opposed boycotts. He felt

that business, in terms of international relations, should be used to improve national economies, and could be a strong deterrent to war. Under Austin, Coca-Cola also started technological and educational programs in the Third World countries in which it conducted business, introducing clean water technology and sponsoring sports programs in countries too poor to provide these benefits for themselves.

Austin's emphasis was on foreign expansion. Furthermore, under Austin's management the company became more specialized. Where Woodruff was aware of all facets of the company, Austin would delegate authority to various departments. For instance, he would give general approval to an advertising scheme, but would not review it personally. Smith was responsible for the everyday operations of the company, and Austin would, among other things, set policies, negotiate with foreign countries, and direct the company's relations with the U.S. government.

Roberto Goizueta became chairman in 1981, replacing Austin. The Cuban immigrant immediately shook up what had become a risk-averse, tradition-obsessed, barely profitable company. Less than a year after becoming chairman, he made two controversial decisions. First, he acquired Columbia Pictures for about $750 million in 1982. Goizueta thought that the entertainment field had good growth prospects, and that it would benefit from Coca-Cola's expertise in market research. Secondly, without much consumer research, Goizueta introduced Diet Coke to the public, risking the well-guarded trademark that until then had stood only for the original formula. Something had to be done about the sluggish domestic sales of Coca-Cola and the intense competition presented by Pepsi. In 1950, Coke had outsold Pepsi by more than five to one, but by 1984 Pepsi had a 22.8 percent share of the market while Coke had a 21.6 percent share. Goizueta's second 1982 gamble paid off handsomely when Diet Coke went on to become the most successful consumer product launch of the 1980s, and eventually the number three soft drink in the entire world.

In 1985 Goizueta took another chance. Based on information gathered from blind taste tests, Goizueta decided toreformulate the 99-year-old drink in the hope of combating Pepsi's growing popularity. The change to New Coke was not enthusiastically greeted by the U.S. public. Apparently Goizueta did not take into account the public's emotional attachment to the name "Coca-Cola" and all that it stood for: stability, memories, and the idea of a "golden America." Within less than a year the company brought back the "old" Coke, calling it Coca-Cola Classic. New Coke was universally considered the biggest consumer product blunder of the 1980s, but it was also viewed in a longer term perspective as a positive thing, because of the massive amount of free publicity that the Coke brand received from the debacle.

In September 1987, Coca-Cola agreed to sell its entertainment business to TriStar Pictures, 30 percent of which was owned by Coca-Cola. In return, Coca-Cola's interest in TriStar was increased to 80 percent. Coca-Cola's holding in TriStar was gradually distributed as a special dividend to Coca-Cola shareholders until the company's interest was reduced to a minority, when TriStar changed its name to Columbia Pictures Entertainment and sought its own listing on the New York Stock Exchange. Although the company's flirtation with entertainment appeared to be ill-advised, Coca-Cola ended up with $1 billion in profits from its short-term venture.

In a 1984 article in the New York Times, Goizueta stated that he saw Coca-Cola's challenge as "continuing the growth in profits of highly successful main businesses, and [those] it may choose to enter, at a rate substantially in excess of inflation, in order to give shareholders an above average total return on their investment." Goizueta projected that by 1990 his new strategy would nearly double the company's net income to $1 billion. His prediction came true in 1988. Two years later revenues surpassed the $10 billion mark.

In the mid-1980s, Coca-Cola reentered the bottling business, which had long been dominated by family-operated independents. Coca-Cola began repurchasing interests in bottlers worldwide with a view toward providing those bottlers with financial and managerial strength, improving operating

efficiencies, and promoting expansion into emerging international markets. The trend started domestically, when the parent company formed Coca-Cola Enterprises Inc. through the acquisition and consolidation of two large bottlers in the South and West in 1986. The parent company acquired more than 30 bottlers worldwide from 1983 to 1993. By then, the market value of the company's publicly traded bottlers exceeded the company's book value by $1.5 billion.

Called "one of the world's most sophisticated and powerful marketing organizations," the company's schemes for the 1990s included the 1993 global launch of the "Always Coca-Cola" advertising theme. The new campaign was formulated by Creative Artists Agency, which took over much of the brand's business in 1992 from longtime agency McCann-Erickson Worldwide. In addition to the new campaign, a 32-page catalog of about 400 licensed garments, toys, and gift items featuring Coke slogans or advertising themes was released. The 1994 introduction of a PET plastic bottle in the brand's distinctive, contour shape resulted from corporate marketing research indicating that an overwhelming 84 percent of consumers would choose the trademarked bottle over a generic straight-walled bottle. But the company's primary challenge for the last decade of the 20th century came in the diet segment, where top-ranking Diet Coke was losing share to ready-to-drink teas, bottled waters, and other "New Age" beverages, which were perceived as healthier and more natural than traditional soft drinks. Coca-Cola fought back by introducing its own new alternative drinks, including POWERade (1990), the company's first sports drink, and the Fruitopia line (1994). In 1992 the company and Nestlé S.A. of Switzerland formed a 50-50 joint venture, Coca-Cola Nestlé, Refreshment Company, to produce ready-to-drink tea and coffee beverages under the Nestea and Nescafé, brand names. Also during this time, Coca-Cola purchased Barq's, a maker of root beer and other soft drinks.

Goizueta died of lung cancer in October 1997, having revitalized and awakened what had been a sleeping giant. Goizueta had turned the company into one of the most admired companies in the world, racking up an impressive list of accomplishments during his 16-year tenure. Coca-Cola's share of the global soft drink market was approaching 50 percent, while in the United States Coke had increased its share to 42 percent, overtaking and far surpassing Pepsi's 31 percent. Revenues increased from $4.8 billion in 1981 to $18.55 billion in 1996; net income grew from $500 million to $3.49 billion over the same period. Perhaps Goizueta's most important--and influential--contribution to the storied history of Coca-Cola was his relentless focus on the company's shareholders. The numbers clearly showed that he delivered for his company's owners: return on equity increased from 20 percent to 60 percent, while the market value of the Coca-Cola Company made a tremendous increase, from $4.3 billion to $147 billion. Perhaps most telling, a $1,000 investment in Coca-Cola in 1981 was worth, assuming that dividends were reinvested, $62,000 by the time of Goizueta's death.

Goizueta's right-hand man, Douglas Ivester, was given the unenviable task of succeeding perhaps the most admired chief executive in the United States; Ivester's reign turned out to be both brief and stormy. Although Coca-Cola remained steadily profitable, it was beset by one problem after another in the late 1990s. Having restructured its worldwide bottling operations under Goizueta, the firm moved into a new phase of growth based on the acquisition of other companies' brands. Its already dominant market share and a sometimes arrogant and aggressive approach to acquisition led some countries, particularly in Europe, to take a hard line toward the company. In late 1997, for example, Coca-Cola announced it would acquire the Orangina brand in France from Paris-based Pernod Ricard for about $890 million. French authorities, who had fined Coca-Cola for anticompetitive practices earlier that year, blocked the purchase. In December 1998 Coca-Cola announced that it would purchase several soft drink brands--including Schweppes, Dr Pepper, Canada Dry, and Crush--outside the United States, France, and South Africa fromCadbury Schweppes plc for $1.85 billion. After encountering regulatory resistance in Europe, Australia, Mexico, and Canada, the two companies in July 1999 received regulatory approval for a new scaled-down deal valued at about $700 million, which included 155 countries but not the United States, Norway, Switzerland, and the member states of the European Union with the exception of

the United Kingdom, Ireland, and Greece. Later in 1999 separate agreements were reached that gave Coca-Cola the Schweppes brands in South Africa and New Zealand.

With nearly two-thirds of sales originating outside North America, Coca-Cola was hit particularly hard by the global economic crisis of the late 1990s, which moved from Asia to Russia to Latin America. In Russia, where the company had invested $750 million from 1991 through the end of the decade, sales fell about 60 percent from August 1998, when the value of the ruble crashed, to September 1999. Rather than retreating from the world stage, however, Ivester viewed the downturn as an opportunity to make additional foreign investments at bargain prices, essentially sacrificing the short term for potentially huge long-term gains. While the economic crisis was still wreaking havoc, Coca-Cola was faced with another crisis in June 1998 when several dozen Belgian schoolchildren became ill after drinking Coke that had been made with contaminated carbon dioxide. Soon, 14 million cases of Coca-Cola products were recalled in five European countries in the largest recall in company history, and France and Belgium placed a temporary ban on the company's products. The crisis, though short-lived, was a public relations disaster because company officials appeared to wait too long to take the situation seriously, admit that there had been a manufacturing error, and apologize to its customers. Meanwhile, around this same time, four current and former employees had filed a racial discrimination suit against the firm in the United States, a suit that was later granted class-action status.

Despite the seemingly endless string of challenges the company faced in the late 1990s, Coca-Cola was also moving forward with new initiatives. In February 1999 the company announced plans to launch its first bottled water brand in North America. Dasani was described as a "purified, non-carbonated water enhanced with minerals." In October 1999 the company announced that it would redesign the look of its Coca-Cola Classic brand in 2000 in an attempt torevitalize the flagship's stagnant sales. Labels would continue to feature the iconic contour bottle but with a cap popped off and soda fizzing out. In addition, the Coke Classic slogan "Always," which had been used since 1993, would be replaced with the tag line "Enjoy," which had been used on Coke bottles periodically for decades. The company also planned to increase the appearances of the eight-ounce contour bottle, in a particularly nostalgicmove.

The renewed emphasis on this classic brand icon and the resurrection of the "Enjoy" slogan seemed to be a fitting way for a U.S.--if not global--institution to launch itself into the new millennium. But the company ended 1999 with the surprising news that the beleaguered Ivester would retire in early 2000 after just two and a half years at the helm--a tenure marked perhaps most tellingly by seven straight quarters of earnings declines. Taking over was Douglas N. Daft, a native Australian and 30-year Coke veteran who had headed the company's operating group covering the Middle and Far East and Africa; he was named president and chief operating officer in December 1999 before becoming chairman and CEO the following February.

Daft's first year was a hectic one. In January 2000 the company announced a drastic restructuring based on a plan drafted by a Daft-led team. Coca-Cola said it would lay off about 6,000 employees, representing a slashing of theworkforce by 20 percent--the largest cutbacks in Coke history. The cuts were later scaled back to about 5,200, but the company still took about $1.6 billion in one-time charges for a plan that aimed to save $300 million in operating costs per year. The restructuring, which centered on marketing, sales, and customer support jobs, was envisioned as a slashing of bureaucracy in an attempt to create a more decentralized company, one in which ideas could more readily bubble up from managers in the field rather than those at the Atlanta headquarters. In November 2000 Daft engineered a tentative deal to take over the Quaker Oats Company for $15.75 billion. This would have added to the Coke portfolio the Gatorade brand, which dominated the sports drink sector, a perennial Coke weakness, and would also have complemented the company's strategy of strengthening its lineup of noncarbonated beverages. But at the last minute, Coca-Cola's board pulled the plug on the deal, mainly concerned that the price was too high. The company's arch-rival PepsiCo quickly swooped in to complete a $13.4 billion acquisition

of Quaker Oats. Also in November, Coca-Cola reached an agreement to settle the race-discrimination class-action lawsuit that had been brought against it. The company agreed to a $192.5 million settlement and also to have certain of its employment practices overseen by an outside task force. About 2,000 current and former African American employees were eligible for settlement awards.

Another of Daft's main objectives was pumping up an arid new product pipeline, but he garnered only mixed results. The company found moderate success with the 2001-debuting Diet Coke with Lemon, before making a much biggersplash with Vanilla Coke one year later. The latter received the firm's largest new product launch since the New Coke debacle. To supplement these meager advances--and particularly to try to capture a greater share of the noncarbonated beverage sector, which was growing at a much faster clip than the stagnant carbonated sector--Daft turned to partnerships as a potential source of renewed growth. In January 2001 an agreement was reached with Nestlé S.A. to form a joint venture called Beverage Partners Worldwide. Within a couple of years, this venture was marketing ready-to-drink tea (Nestea, Belté, Yang Guang, and several other brands) and coffee (Nescafé, Taster's Choice, and Georgia Club) products in the United States and about 45 other countries. Coca-Cola and the Procter & Gamble Company (P&G) agreed in March 2001 to create a $4 billion joint venture that would have joined Coke's Minute Maid brand and distribution network with P&G's snack and juice brands. However, Coca-Cola pulled out of the deal just a few months later, having decided to try to build the Minute Maid brand on its own. Then in July 2002 Coca-Cola and Groupe Danone formed a joint venture to produce, market, and distribute Danone's Dannon and Sparkletts bottled-water brands in the United States. In a separate deal, Coke took over the U.S. marketing, sales, and distribution of Danone's Evian water brand, the French firm's biggest seller.

In March 2003 the company slashed another 1,000 jobs from the payroll, half of them at headquarters. Also that year, Coca-Cola was the recipient of more negative publicity when it was revealed that several midlevel employees had rigged a marketing test for Frozen Coke done three years earlier at Burger King restaurants in the Richmond, Virginia, area. The scandal led to the departure of the head of Coke's fountain division, and the company issued anapology to Burger King and its franchisees and offered to pay them $21 million. An early 2004 launch of the Dasani brand into the European market was aborted when bottles in Britain were found to contain elevated levels ofbromate, a substance that can cause cancer after long-term exposure.

This latest product recall came as Coca-Cola was in the midst of yet another change at the top. In February 2004 Daft announced his intention to retire following a search for a new chief executive. After considering a number of outside candidates, the company hired a semi-outsider, E. Neville Isdell, in June 2004. An Irish citizen who had grown up in Africa, Isdell was a former senior executive at Coke who had led the company's push into a number of new markets around the globe in the 1980s and 1990s. He left the company in 1998 to become chairman of Coca-Cola Beverages, a major Coke bottler, and then retired in 2001. The new leader was faced with many of the same challenges that his predecessor struggled with little success to overcome: improving marketing, forging better relations with the company's bottlers, and satisfying consumer demand for more healthful beverage products, particularly of the noncarbonated variety.

Our global foundation, The Coca-Cola Foundation, and our other 19 local and regional foundations provide our Company with the means to help improve the well-being of society. We work with people in communities and governmental organizations and nongovernmental organizations to create and support projects most relevant to communities. Our programs, which also include customized local initiatives, converge in the areas of the environment, fitness and active lifestyles, community recycling, and education.

Eurasia & Africa   |  Europe  |   Latin America  |   North America  | Pacific  

AFRICA

The Coca-Cola Africa Foundation - est. 2001Manzini, Swaziland

Contact information:Mr. William AsikoThe Coca-Cola Africa FoundationP.O. Box 2040Manzini, Swaziland

Overview:Established by the Company in 2001, The Coca-Cola Africa Foundation (TCCAF) is the entity that coordinates our corporate social investment programs and implements community initiatives in Africa . The Replenish Africa Initiative (RAIN) is the Foundation's flagship water program and is the umbrella under which all future water programs will fall. Launched in 2009, RAIN is a public-private partnership made possible through a six-year, $30 million commitment from The Coca-Cola Company. The initiative will provide sustainable, clean water sources, hygiene education and sanitation services to millions of people throughout Africa.

The Foundation also supports many other community initiatives throughout Africa, including HIV/AIDS & malaria prevention, access to education, job creation and humanitarian assistance.

TCCAF develops projects based on the needs of the community. To determine whether a request for community support aligns with our global priority areas and to respond in a more timely and efficient manner, the Company has introduced an online grant application system. Starting September 2009, all applications should be submitted through the online grant application system.

Coca-Cola India Foundation – est 2007 Delhi, India

Contact Information: Yogesh Chandra (CEO) Coca-Cola India Foundation Enkay Towers, Udyog Vihar Phase - V, Gurgaon – 122016 Haryana, India Phone: 0124-2348041 Fax: 0124-2348143 Web site: www.anandana.org   Email: [email protected]

Overview:Reaffirming its commitment to the community & environment, Muhtar Kent, Chairman & CEO, The Coca-Cola Company launched Coca-Cola India Foundation with a corpus of USD 10 million in December 2007 in Delhi. The Foundation aims to focus on a range of activities including water, environment, healthy living and social advancement.

Coca-Cola India Foundation aims to continue the major community development work done by the Company in India over the last decade. To begin with, it has already joined hands with some of the most credible NGOs in India such as the Self Employed Women Association (SEWA) for undertaking a Solar Electrification project in District Dungarpur, Rajasthan; HARITIKA to implement a project on Water Sustainability in Bundelkhand (Uttar Pradesh), Institute of Rural Rehabilitation & Development (IRRAD) to explore possibilities of executing a Water Sustainability Project in District Mewat, Rajasthan and the Foundation for Rural Recovery & Development (FORRAD) to implement projects on Water Sustainability and Drinking Water projects in Bundelkhand and Sambhar Lake, District Ajmer, Rajasthan respectively.

The Foundation is also interacting with key NGOs to strengthen and expand the water sustainability projects in Bundelkhand region, amongst other underprivileged districts. With strong focus on making a difference in the lives of people living in the underprivileged areas of the country, the Foundation is confident of imprinting a significant positive impact on the underprivileged communities in the not too distant future.

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The Coca-Cola Spain Foundation - est. 1993Madrid, Spain

Contact Information:Mr. Juan Jose LitranCalle Josefa Valcarcel, 3628027 Madrid SpainPhone: 3491.348.1700Fax: 3491.348.1841Email: [email protected]

Overview:The main purpose of The Coca-Cola Spain Foundation is to promote cultural and educational development of Spanish Youth by fostering the fine arts, especially painting, sculpture, music and literature, as well as to contribute to improving the environment and promoting the progress of science.

The Coca-Cola Youth Foundation - est. 1995London, Great Britain

Contact Information:1 Queen Caroline StreetLondon W6 9HQGreat BritainPhone: 44.20.8237.3000Fax: 44.20.8237.3867Email: [email protected]

Overview:The Coca-Cola Youth Foundation was established in 1995 to make a positive contribution to the development of young people in Great Britain. The main areas of focus for this foundation are youth education, providing year-round sports training and competition for people with learning disabilities, and supporting young people in their participation to create and contribute to positive environmental improvements in their communities.

SAS & Coca-Cola Environmental FoundationOslo, Norway

Contact Information:Michael Bonde NielsenStrandveien 50P.O. Box 21N-1324 LysakerNorway

Overview:The Scandinavian Airlines System and Coca-Cola Environmental Foundation is a foundation that supports environmental projects in schools and public organizations in the Nordic and Baltic countries. In recent years, we have funded projects related to waste management, recycling, and water resources. The projects usually originate in schools and grassroots organizations. 

LATIN AMERICABack to top 

The Coca-Cola Brazil Institute - est. 1999Rio de Janeiro, Brazil

Contact Information:Mr. Marco SimoesCoca-Cola Brazil InstitutePraia de Botafogo, 374 - 6° andar22.250- 040 Rio de Janeiro RJBrazilWeb site: www.institutococacola.org.br

Overview:In 1999, The Coca-Cola Institute for Education was launched to promote social inclusion through education. Over the past 7 years, the Institute has implemented the Coca-Cola Valued Youth Program in Brazilian low-income areas. The main objective of the program is to help reduce school dropout in public elementary schools. In 2004, to reinforce Coca-Cola Brazil's commitment to the Brazilian social development, projects related to the environment and healthy and active lifestyles were also included in the scope of the Institute. To be aligned, the name of the Institute has changed to the Coca-Cola Brazil Institute.

The Coca-Cola Chile Foundation - est. 1992Santiago, Chile

Contact Information:Mr. Gonzalo IglesiasThe Coca-Cola Chile FoundationAv. Presidente Kennedy 5757 piso 12Las CondesSantiago ChileEmail: [email protected] site: http://www.cocacola.cl/mundo/index.php?id=6

Overview :The Coca-Cola Chile Foundation was created in 1992 as a tool for the Company and its bottlers to have an efficient manner in which to grant urgent support to the education sector in Chile developing programs especially designed to help exceed its needs and at the same time equalize opportunities for the Chile's youth. 

The social commitment of The Coca-Cola Chile Foundation is realized through projects which include: 1. The Coca-Cola Science laboratories state-of-the-art technology for scientific education. 2. The Coca-Cola Chile Foundation Scholarships, 3."Los Niños tienen la Palabra" (The Children have the word) writing and reading project. 4."Healthy Schools," launched in 2006, aimed at reducing the prevalence of obesity among primary school children by implementing nutritional and physical activity education programs in public schools.

The Coca-Cola Foundation of Bolivia - est. 2003Santa Cruz, Bolivia

Contact Information:Veronica OcampoAv. San MartinComercial El Chuubi Of. 18 PBSanta Cruz - BoliviaPhone: (591-3) 335 8042 Email: [email protected]

Overview:The Coca-Cola Foundation of Bolivia is working on three educational projects. The first one, named "Forjando Futuro," carried out together with Universidad Católica Boliviana (Bolivian Catholic University) provides college scholarships to students from low-income families but with outstanding academic performance. The program invests in educating qualified human resources by granting scholarships to attend a prestigious private University that guarantees an excellent education.

The second program (started in May, 2005), "Escuelas Amigas," carried out in association with UNICEF and different Town Halls, contributes to giving quality education to thousands of children, preventing school dropout rates and repositioning the school as a friendly and interactive institution. In this project, students, teachers, parents, neighbors and town hall authorities interact to offer a nicer, healthier, safer environment and to improve the quality of knowledge and reduce school dropout rates. To date, the program has already benefited 23 schools, 16,791 students and 567 teachers in the cities of El Alto (La Paz) and Cochabamba.

The third program, "Aprender a Emprender en el Medio Ambiente" (AEMA), carried out in association with Junior Achievement (Fundación Emprender) and Fundación Amigos de la Naturaleza, is an environment educational program that develops in all participants awareness regarding their relationship with the environment, educating them in responsible practices while training them to be change agents with active participation in environmental issues. Volunteers from our bottling partners, Embol S.A., actively support the program by training fifth grade children on

environmental issues in seven sessions during school hours. 2,400 children from 45 schools are benefiting from the program in the cities of La Paz, Cochabamba, Santa Cruz, Sucre and Tarija.

The Coca-Cola Foundation of Ecuador Quito, Ecuador

Contact Information:Luz María ValdiviezoAv. República del Salvador N36-230 y Av. Naciones UnidasEdificio Citybank - Primer PisoQuito, EcuadorPhone: 593 - 2 - 3982622 Fax: 593 - 2 - 3982695 Web site: www.Coca-Cola.com.ec

Overview:In July 2000, the Ecuadorian Coca-Cola System established The Coca-Cola Foundation of Ecuador as part of its corporate responsibility policies. The main objective of the Foundation is to promote and encourage Ecuadorian cultural, economic and social development, through the support of social, educational and environmental programs.

Through its educational program, the Foundation supports rural schools by building and equipping school units and providing academic training for teachers. The environmental program of The Coca-Cola Foundation of Ecuador has funded projects related to solid waste management, especially in the Galapagos Islands, and water resources management in the coastal region.

The Coca-Cola Foundation of Mexico - est. 1999Mexico City, Mexico

Contact Information:Ms. Vivian AlegriaFundación Coca-ColaRuben Dario #115Bosque de ChapultepecMexico D.F. 11580Email: [email protected] site: www.fundacioncoca-cola.com.mx

Overview:The Coca-Cola Foundation/Mexico supports educational projects that reinforce its commitment to communities. Over the past 7 years, the foundation has built 35 schools in rural and indigenous areas. Another of the foundation's programs is the school shelters program for indigenous children. This program focuses on providing weekly boarding facilities, computers and libraries to children from remote communities so that they can go to school. Currently, the foundation has built 65 school shelters. These initiatives have benefited more than 1 million Mexicans.

Fundación Inca Kola - est. 2002Lima, Peru

Contact Information:Mr. Hernán LanzaraThe Inca Kola FoundationCanaval y Moreyra 452 - Piso 11 - San IsidroLima, PerúPhone: 51-1-411-4200 ext. 248Fax: 51-1-442-4899Email: [email protected] site: www.fundacionincakola.com.pe

Overview:The Inca Kola Foundation was created to promote the development of education in Peru through three projects: "Knowledge Boxes" (educational aid modules for teachers), teacher training workshops, and a program called "EducAnimando con Salud" (Teaching and Encouraging with Health).

The first project was implemented in schools where children of all ages study in one classroom under the direction of one teacher, and where basic educational materials are not available. "Knowledge Boxes" -- educational aid modules for teachers -- have been provided to 8,529 schools in rural zones, serving 100% of schools in 25 regions in Peru. Today, 217,053 students benefit from the Knowledge Box.

The second project is playful, creative, and reflective, involving music, theater, puppets, and interaction to improve the quality of teachers in Peru. The teachers receive training via dynamic workshops called "An alternative to improve the educational quality in Peru." This program has benefited approximately 250,000 students, with 5,695 teachers receiving the training.

The "EducAnimando con Salud" (Educating/Encouraging with Health) program is focused on developing and strengthening teachers capabilities, since they act as role models and become leaders and promote healthy behavior. The program is geared for workshops that apply a methodology in active education and foster teachers' self-learning, as well as a critical attitude and team work.

Teachers participating in the workshops prepare sessions according to established guidelines of the module "Jugando y Creciendo Saludable " (Playing and Growing Healthy) and they learn by doing. In other words, they recreate and live each session, using supportive tools prepared by them. For example, they perform puppet shows to present the benefits of physical activity and the problems that a sedentary life could create; they sing and dance with motivating songs composed about the advantages of healthy food, hydration and physical activity, etc.

Recreation during sessions enables them to innovate and discover their potential, while strengthening direct contact with the students and parents. It also prepares them to participate and subsequently implement recreational and cultural extracurricular activities.

Training was provided to 2,805 teachers and the program has benefited approximately 63,267 students in Villa El Salvador, Rímac, Callao, Los Olivos in Lima, Sullana, Piura, Ica, Cusco and Arequipa.

The Health Ministry, Education Ministry and PRISMA NGO participated in the program. 

NORTH AMERICABack to top 

The Coca-Cola Scholars Foundation - est. 1986Atlanta, Georgia

Contact Information:Mr. Mark Davis Post Office Box 442Atlanta, Georgia 30301-0442Phone: 1.800.306.2653Web Site: www.coca-colascholars.org

Overview:The Coca-Cola   Scholars Foundation  is one of the largest business-supported, merit-based scholarship programs of its kind in the United States. We support the higher education of deserving high-school seniors through the Coca-Cola Scholars Program with 50 National Coca-Cola Scholarships ($20,000 each) and 200 regional Coca-Cola Scholarships ($10,000 each). The Coca-Cola Two-Year College Scholarship Program awards 400 scholarships to students attending two-year degree granting institutions in the amount of $1,000 and $2,000 awards. Seminars, traveling information kiosks and regional receptions for scholars, bottlers and colleagues are also part of our work. 

PACIFICBack to top 

The Coca-Cola Australia Foundation - est. 2001Sydney, Australia

Contact Information:Ms. Lee Findlay71 Circular Quay EastSydney NSW 2000AustraliaWeb site: www.cokefoundation.com.au

Overview:Coca-Cola Amatil and Coca-Cola Australia established The Coca-Cola Australia Foundation (CCAF) in 2001 to support not-for-profit and charitable organizations that help make a real difference in the lives of Australia's youth who are disadvantaged either socially or economically. The Foundation supports innovative programs which address a problem in a new way or address an issue that is not currently being adequately addressed.

The Coca-Cola Foundation Indonesia - est. 2000Jakarta, Indonesia

Contact Information:Ms. Titie SadariniWisma GKBI, 8th FloorJI. Jenderal Sudirman No. 28Jakarta 10210IndonesiaEmail: [email protected]

Overview:The non-profit Coca-Cola Foundation Indonesia was established in 2000 and aims to support the social welfare of Indonesian communities by focusing on key long-term programs through which it can have the greatest impact. Projects include the Learning Center Program, providing a resource for learning and creativity; Environmental Education Program, empowering schools to apply environmental concerns into daily school activities; and Microenterprise Development, providing sustained income-generating activities.

The Coca-Cola Korea Youth Foundation - est. 2004Seoul, Korea

Contact Information:Mr. Myung Woo Lee84-11 Namdaemoon-ro 5 Ga, Jung-guSeoul 100-753Korea

Email: [email protected] site: www.gunzzang.org

Overview:Founded in 2004, the Coca-Cola Korea Youth Foundation seeks to develop Korean youth by promoting physical activity and supporting sports, education and related activities that enrich the lives of youth. Projects include support of the Sports Awards, one of the most coveted awards in Korean sports recognizing amateur athletes, individuals and organizations that made a significant contribution to the development of Korean sport; Active Factor and the Healthrobic program in schools nationwide encouraging children to be physically active; and supporting Korean youth to improve their English proficiency through camps which foster English learning by interaction with native speakers through diverse cultural and physical activities such as in-line skating.

The Coca-Cola Foundation Philippines, Inc. - est. 1986Manila, Philippines

Contact Information:Ms. Maria Cecilia L. Alcantara 19/f San Miguel Properties Center#7 St. Francis Avenue, Ortigas CenterMandaluyong City, Metro ManilaPhilippinesEmail: [email protected] site: www.cokebarkada.com

Overview:Coca-Cola Foundation Philippines was established in November 1986 in celebration of the 60th Anniversary of the bottling of Coca-Cola in the country. The Foundation's mission is: "To refresh the communities we touch through programs that provide Filipino youth the opportunity to become self-reliant, creative and productive citizens with the drive to excel."

Since it began operations in 1987, Coca-Cola Foundation has helped to provide thousands of Filipinos with better opportunities in livelihood and education, emergency assistance during disasters, an improved environment and a healthier ecosystem.

Coca-Cola Foundation Thailand - est. 2003Bangkok, Thailand

Contact Information:Mr. Pong SarasinThai Nam Thip Building214 Vibhavadi-Rangsit RoadTung Song HongLaksi, Bangkok, 10210ThailandEmail: [email protected]

Overview:In 2003, the Coca-Cola system in Thailand established the Coca-Cola Foundation Thailand.

The Coca-Cola Company, along with our bottling partners, have undertaken a range of community initiatives designed to improve the lives and livelihoods of Thai people in a sustainable manner. Many of these initiatives have directly supported education and positive youth development, and in times of crisis, disaster relief.

Coca-Cola Environmental Education Foundation - est. 1994 In Memory of Nisaburo TakamashiTokyo, Japan

Contact Information:Mr. Hideaki Nawa

c/o Coca-Cola Japan Company, Limited4-6-3, Shibuya, Shibuya-kuTokyo, Japan 150-0002

Overview:The Coca-Cola Environmental Education Foundation contributes to the preservation of the environment and environmental education by supporting and assisting the development of environmental groups. We fund environmental research and education, recognize outstanding environmental activities, develop and publish teaching materials, and otherwise support and promote activities that align with our mission.

Coca-Cola China Foundation LtdHong Kong, China

Contact Information:Mr. Paul Etchells38.F Shell Tower Times Square1 Matheson Street, Causeway BayHong Kong, S.A.R., Chin

Our global foundation, The Coca-Cola Foundation, and our other 19 local and regional foundations provide our Company with the means to help improve the well-being of society. We work with people in communities and governmental organizations and nongovernmental organizations to create and support projects most relevant to communities. Our programs, which also include customized local initiatives, converge in the areas of the environment, fitness and active lifestyles, community recycling, and education.

Eurasia & Africa   |  Europe  |   Latin America  |   North America  | Pacific  

AFRICA

The Coca-Cola Africa Foundation - est. 2001Manzini, Swaziland

Contact information:Mr. William AsikoThe Coca-Cola Africa FoundationP.O. Box 2040Manzini, Swaziland

Overview:Established by the Company in 2001, The Coca-Cola Africa Foundation (TCCAF) is the entity that coordinates our corporate social investment programs and implements community initiatives in Africa . The Replenish Africa Initiative (RAIN) is the Foundation's flagship water program and is the umbrella under which all future water programs will fall. Launched in 2009, RAIN is a public-private partnership made possible through a six-year, $30 million commitment from The Coca-Cola Company. The initiative will provide sustainable, clean water sources, hygiene education and sanitation services to millions of people throughout Africa.

The Foundation also supports many other community initiatives throughout Africa, including HIV/AIDS & malaria prevention, access to education, job creation and humanitarian assistance.

TCCAF develops projects based on the needs of the community. To determine whether a request for community support aligns with our global priority areas and to respond in a more timely and efficient manner, the Company has introduced an online grant application system. Starting September 2009, all applications should be submitted through the online grant application system.

Coca-Cola India Foundation – est 2007 Delhi, India

Contact Information: Yogesh Chandra (CEO) Coca-Cola India Foundation Enkay Towers, Udyog Vihar Phase - V, Gurgaon – 122016 Haryana, India Phone: 0124-2348041 Fax: 0124-2348143 Web site: www.anandana.org   Email: [email protected]

Overview:Reaffirming its commitment to the community & environment, Muhtar Kent, Chairman & CEO, The Coca-Cola Company launched Coca-Cola India Foundation with a corpus of USD 10 million in December 2007 in Delhi. The Foundation aims to focus on a range of activities including water, environment, healthy living and social advancement.

Coca-Cola India Foundation aims to continue the major community development work done by the Company in India over the last decade. To begin with, it has already joined hands with some of the most credible NGOs in India such as the Self Employed Women Association (SEWA) for undertaking a Solar Electrification project in District Dungarpur, Rajasthan; HARITIKA to implement a project on Water Sustainability in Bundelkhand (Uttar Pradesh), Institute of Rural Rehabilitation & Development (IRRAD) to explore possibilities of executing a Water Sustainability Project in District Mewat, Rajasthan and the Foundation for Rural Recovery & Development (FORRAD) to implement projects on Water Sustainability and Drinking Water projects in Bundelkhand and Sambhar Lake, District Ajmer, Rajasthan respectively.

The Foundation is also interacting with key NGOs to strengthen and expand the water sustainability projects in Bundelkhand region, amongst other underprivileged districts. With strong focus on making a difference in the lives of people living in the underprivileged areas of the country, the Foundation is confident of imprinting a significant positive impact on the underprivileged communities in the not too distant future.

EUROPEAN UNIONBack to top 

The Coca-Cola Spain Foundation - est. 1993Madrid, Spain

Contact Information:Mr. Juan Jose LitranCalle Josefa Valcarcel, 3628027 Madrid SpainPhone: 3491.348.1700Fax: 3491.348.1841Email: [email protected]

Overview:The main purpose of The Coca-Cola Spain Foundation is to promote cultural and educational development of Spanish Youth by fostering the fine arts, especially painting, sculpture, music and literature, as well as to contribute to improving the environment and promoting the progress of science.

The Coca-Cola Youth Foundation - est. 1995London, Great Britain

Contact Information:1 Queen Caroline StreetLondon W6 9HQGreat BritainPhone: 44.20.8237.3000Fax: 44.20.8237.3867Email: [email protected]

Overview:The Coca-Cola Youth Foundation was established in 1995 to make a positive contribution to the development of young people in Great Britain. The main areas of focus for this foundation are youth education, providing year-round sports

training and competition for people with learning disabilities, and supporting young people in their participation to create and contribute to positive environmental improvements in their communities.

SAS & Coca-Cola Environmental FoundationOslo, Norway

Contact Information:Michael Bonde NielsenStrandveien 50P.O. Box 21N-1324 LysakerNorway

Overview:The Scandinavian Airlines System and Coca-Cola Environmental Foundation is a foundation that supports environmental projects in schools and public organizations in the Nordic and Baltic countries. In recent years, we have funded projects related to waste management, recycling, and water resources. The projects usually originate in schools and grassroots organizations. 

LATIN AMERICABack to top 

The Coca-Cola Brazil Institute - est. 1999Rio de Janeiro, Brazil

Contact Information:Mr. Marco SimoesCoca-Cola Brazil InstitutePraia de Botafogo, 374 - 6° andar22.250- 040 Rio de Janeiro RJBrazilWeb site: www.institutococacola.org.br

Overview:In 1999, The Coca-Cola Institute for Education was launched to promote social inclusion through education. Over the past 7 years, the Institute has implemented the Coca-Cola Valued Youth Program in Brazilian low-income areas. The main objective of the program is to help reduce school dropout in public elementary schools. In 2004, to reinforce Coca-Cola Brazil's commitment to the Brazilian social development, projects related to the environment and healthy and active lifestyles were also included in the scope of the Institute. To be aligned, the name of the Institute has changed to the Coca-Cola Brazil Institute.

The Coca-Cola Chile Foundation - est. 1992Santiago, Chile

Contact Information:Mr. Gonzalo IglesiasThe Coca-Cola Chile FoundationAv. Presidente Kennedy 5757 piso 12Las CondesSantiago ChileEmail: [email protected] site: http://www.cocacola.cl/mundo/index.php?id=6

Overview :The Coca-Cola Chile Foundation was created in 1992 as a tool for the Company and its bottlers to have an efficient manner in which to grant urgent support to the education sector in Chile developing programs especially designed to help exceed its needs and at the same time equalize opportunities for the Chile's youth. 

The social commitment of The Coca-Cola Chile Foundation is realized through projects which include: 1. The Coca-Cola Science laboratories state-of-the-art technology for scientific education. 2. The Coca-Cola Chile Foundation Scholarships, 3."Los Niños tienen la Palabra" (The Children have the word) writing and reading project. 4."Healthy Schools," launched in 2006, aimed at reducing the prevalence of obesity among primary school children by implementing nutritional and physical activity education programs in public schools.

The Coca-Cola Foundation of Bolivia - est. 2003Santa Cruz, Bolivia

Contact Information:Veronica OcampoAv. San Martin

Comercial El Chuubi Of. 18 PBSanta Cruz - BoliviaPhone: (591-3) 335 8042 Email: [email protected]

Overview:The Coca-Cola Foundation of Bolivia is working on three educational projects. The first one, named "Forjando Futuro," carried out together with Universidad Católica Boliviana (Bolivian Catholic University) provides college scholarships to students from low-income families but with outstanding academic performance. The program invests in educating qualified human resources by granting scholarships to attend a prestigious private University that guarantees an excellent education.

The second program (started in May, 2005), "Escuelas Amigas," carried out in association with UNICEF and different Town Halls, contributes to giving quality education to thousands of children, preventing school dropout rates and repositioning the school as a friendly and interactive institution. In this project, students, teachers, parents, neighbors and town hall authorities interact to offer a nicer, healthier, safer environment and to improve the quality of knowledge and reduce school dropout rates. To date, the program has already benefited 23 schools, 16,791 students and 567 teachers in the cities of El Alto (La Paz) and Cochabamba.

The third program, "Aprender a Emprender en el Medio Ambiente" (AEMA), carried out in association with Junior Achievement (Fundación Emprender) and Fundación Amigos de la Naturaleza, is an environment educational program that develops in all participants awareness regarding their relationship with the environment, educating them in responsible practices while training them to be change agents with active participation in environmental issues. Volunteers from our bottling partners, Embol S.A., actively support the program by training fifth grade children on environmental issues in seven sessions during school hours. 2,400 children from 45 schools are benefiting from the program in the cities of La Paz, Cochabamba, Santa Cruz, Sucre and Tarija.

The Coca-Cola Foundation of Ecuador Quito, Ecuador

Contact Information:Luz María ValdiviezoAv. República del Salvador N36-230 y Av. Naciones UnidasEdificio Citybank - Primer PisoQuito, EcuadorPhone: 593 - 2 - 3982622 Fax: 593 - 2 - 3982695 Web site: www.Coca-Cola.com.ec

Overview:In July 2000, the Ecuadorian Coca-Cola System established The Coca-Cola Foundation of Ecuador as part of its corporate responsibility policies. The main objective of the Foundation is to promote and encourage Ecuadorian cultural, economic and social development, through the support of social, educational and environmental programs.

Through its educational program, the Foundation supports rural schools by building and equipping school units and providing academic training for teachers. The environmental program of The Coca-Cola Foundation of Ecuador has funded projects related to solid waste management, especially in the Galapagos Islands, and water resources management in the coastal region.

The Coca-Cola Foundation of Mexico - est. 1999Mexico City, Mexico

Contact Information:Ms. Vivian AlegriaFundación Coca-ColaRuben Dario #115Bosque de ChapultepecMexico D.F. 11580Email: [email protected] site: www.fundacioncoca-cola.com.mx

Overview:The Coca-Cola Foundation/Mexico supports educational projects that reinforce its commitment to communities. Over the past 7 years, the foundation has built 35 schools in rural and indigenous areas. Another of the foundation's programs is the school shelters program for indigenous children. This program focuses on providing weekly boarding facilities, computers and libraries to children from remote communities so that they can go to school. Currently, the foundation has built 65 school shelters. These initiatives have benefited more than 1 million Mexicans.

Fundación Inca Kola - est. 2002Lima, Peru

Contact Information:Mr. Hernán LanzaraThe Inca Kola Foundation

Canaval y Moreyra 452 - Piso 11 - San IsidroLima, PerúPhone: 51-1-411-4200 ext. 248Fax: 51-1-442-4899Email: [email protected] site: www.fundacionincakola.com.pe

Overview:The Inca Kola Foundation was created to promote the development of education in Peru through three projects: "Knowledge Boxes" (educational aid modules for teachers), teacher training workshops, and a program called "EducAnimando con Salud" (Teaching and Encouraging with Health).

The first project was implemented in schools where children of all ages study in one classroom under the direction of one teacher, and where basic educational materials are not available. "Knowledge Boxes" -- educational aid modules for teachers -- have been provided to 8,529 schools in rural zones, serving 100% of schools in 25 regions in Peru. Today, 217,053 students benefit from the Knowledge Box.

The second project is playful, creative, and reflective, involving music, theater, puppets, and interaction to improve the quality of teachers in Peru. The teachers receive training via dynamic workshops called "An alternative to improve the educational quality in Peru." This program has benefited approximately 250,000 students, with 5,695 teachers receiving the training.

The "EducAnimando con Salud" (Educating/Encouraging with Health) program is focused on developing and strengthening teachers capabilities, since they act as role models and become leaders and promote healthy behavior. The program is geared for workshops that apply a methodology in active education and foster teachers' self-learning, as well as a critical attitude and team work.

Teachers participating in the workshops prepare sessions according to established guidelines of the module "Jugando y Creciendo Saludable " (Playing and Growing Healthy) and they learn by doing. In other words, they recreate and live each session, using supportive tools prepared by them. For example, they perform puppet shows to present the benefits of physical activity and the problems that a sedentary life could create; they sing and dance with motivating songs composed about the advantages of healthy food, hydration and physical activity, etc.

Recreation during sessions enables them to innovate and discover their potential, while strengthening direct contact with the students and parents. It also prepares them to participate and subsequently implement recreational and cultural extracurricular activities.

Training was provided to 2,805 teachers and the program has benefited approximately 63,267 students in Villa El Salvador, Rímac, Callao, Los Olivos in Lima, Sullana, Piura, Ica, Cusco and Arequipa.

The Health Ministry, Education Ministry and PRISMA NGO participated in the program. 

NORTH AMERICABack to top 

The Coca-Cola Scholars Foundation - est. 1986Atlanta, Georgia

Contact Information:Mr. Mark Davis Post Office Box 442Atlanta, Georgia 30301-0442Phone: 1.800.306.2653Web Site: www.coca-colascholars.org

Overview:The Coca-Cola   Scholars Foundation  is one of the largest business-supported, merit-based scholarship programs of its kind in the United States. We support the higher education of deserving high-school seniors through the Coca-Cola Scholars Program with 50 National Coca-Cola Scholarships ($20,000 each) and 200 regional Coca-Cola Scholarships ($10,000 each). The Coca-Cola Two-Year College Scholarship Program awards 400 scholarships to students attending two-year degree granting institutions in the amount of $1,000 and $2,000 awards. Seminars, traveling information kiosks and regional receptions for scholars, bottlers and colleagues are also part of our work. 

PACIFICBack to top 

The Coca-Cola Australia Foundation - est. 2001Sydney, Australia

Contact Information:Ms. Lee Findlay71 Circular Quay EastSydney NSW 2000AustraliaWeb site: www.cokefoundation.com.au

Overview:Coca-Cola Amatil and Coca-Cola Australia established The Coca-Cola Australia Foundation (CCAF) in 2001 to support not-for-profit and charitable organizations that help make a real difference in the lives of Australia's youth who are disadvantaged either socially or economically. The Foundation supports innovative programs which address a problem in a new way or address an issue that is not currently being adequately addressed.

The Coca-Cola Foundation Indonesia - est. 2000Jakarta, Indonesia

Contact Information:Ms. Titie SadariniWisma GKBI, 8th FloorJI. Jenderal Sudirman No. 28Jakarta 10210IndonesiaEmail: [email protected]

Overview:The non-profit Coca-Cola Foundation Indonesia was established in 2000 and aims to support the social welfare of Indonesian communities by focusing on key long-term programs through which it can have the greatest impact. Projects include the Learning Center Program, providing a resource for learning and creativity; Environmental Education Program, empowering schools to apply environmental concerns into daily school activities; and Microenterprise Development, providing sustained income-generating activities.

The Coca-Cola Korea Youth Foundation - est. 2004Seoul, Korea

Contact Information:Mr. Myung Woo Lee84-11 Namdaemoon-ro 5 Ga, Jung-guSeoul 100-753Korea

Email: [email protected] site: www.gunzzang.org

Overview:Founded in 2004, the Coca-Cola Korea Youth Foundation seeks to develop Korean youth by promoting physical activity and supporting sports, education and related activities that enrich the lives of youth. Projects include support of the Sports Awards, one of the most coveted awards in Korean sports recognizing amateur athletes, individuals and organizations that made a significant contribution to the development of Korean sport; Active Factor and the Healthrobic program in schools nationwide encouraging children to be physically active; and supporting Korean youth to improve their English proficiency through camps which foster English learning by interaction with native speakers through diverse cultural and physical activities such as in-line skating.

The Coca-Cola Foundation Philippines, Inc. - est. 1986Manila, Philippines

Contact Information:Ms. Maria Cecilia L. Alcantara 19/f San Miguel Properties Center#7 St. Francis Avenue, Ortigas CenterMandaluyong City, Metro ManilaPhilippinesEmail: [email protected] site: www.cokebarkada.com

Overview:Coca-Cola Foundation Philippines was established in November 1986 in celebration of the 60th Anniversary of the bottling of Coca-Cola in the country. The Foundation's mission is: "To refresh the communities we touch through programs that provide Filipino youth the opportunity to become self-reliant, creative and productive citizens with the drive to excel."

Since it began operations in 1987, Coca-Cola Foundation has helped to provide thousands of Filipinos with better opportunities in livelihood and education, emergency assistance during disasters, an improved environment and a healthier ecosystem.

Coca-Cola Foundation Thailand - est. 2003Bangkok, Thailand

Contact Information:Mr. Pong SarasinThai Nam Thip Building214 Vibhavadi-Rangsit RoadTung Song HongLaksi, Bangkok, 10210ThailandEmail: [email protected]

Overview:In 2003, the Coca-Cola system in Thailand established the Coca-Cola Foundation Thailand.

The Coca-Cola Company, along with our bottling partners, have undertaken a range of community initiatives designed to improve the lives and livelihoods of Thai people in a sustainable manner. Many of these initiatives have directly supported education and positive youth development, and in times of crisis, disaster relief.

Coca-Cola Environmental Education Foundation - est. 1994 In Memory of Nisaburo TakamashiTokyo, Japan

Contact Information:Mr. Hideaki Nawac/o Coca-Cola Japan Company, Limited4-6-3, Shibuya, Shibuya-kuTokyo, Japan 150-0002

Overview:The Coca-Cola Environmental Education Foundation contributes to the preservation of the environment and environmental education by supporting and assisting the development of environmental groups. We fund environmental research and education, recognize outstanding environmental activities, develop and publish teaching materials, and otherwise support and promote activities that align with our mission.

Coca-Cola China Foundation LtdHong Kong, China

Contact Information:Mr. Paul Etchells38.F Shell Tower Times Square1 Matheson Street, Causeway BayHong Kong, S.A.R., Chin

View Full Version : Ethical Problem at COCA-COLA

Kalpana HeliyaAugust 19th, 2009, 06:25 PM

http://www.thefirstteeatlanta.org/Images/Library/Coca-Cola_logo5.gif

Introduction

From January 1, 2006, the University of Michigan in the US put on hold the sale of the products of The Coca-Cola Company (Coca-Cola) in all its campuses, thus becoming the tenth US University to do so. The ban was the outcome of a relentless campaign by student activists and trade union groups, who accused Coca-Cola of violent labor practices in Colombia and of creating environmental problems in India. 

The University of Michigan issued the orders for the ban based on the recommendation of its University Dispute Board. This was following the inability of Coca-Cola to meet the deadline of December 31, 2005 that required agreeing on a protocol on the findings of the commission formed by a set of universities in the US. 

The commission had offered to investigate the company's labor practices and that of its bottlers in Colombia. 

Coca-Cola did not want the findings of the commission to have any legal consequences but the attorneys in an earlier lawsuit against Coca-Cola and its bottlers in Colombia insisted that the findings should be legally admissible in court of law in the US. Other prominent US universities that had banned Coca-Cola on similar grounds were the New York University, the largest private university in the US, Rutgers University in New Jersey, and the Santa Clara

University in California. The University of Michigan and The New York University were Coca-Cola's largest campus markets in the US.

Coca-Cola's annual contracts with the University of Michigan, which had over 50,000 students, were worth around US$ 1.4 million in sales in 2005. The campaign by student activists and trade union groups to ban Coca-Cola had been going on for several years in different countries. Coca-Cola was accused, along with its bottling partners, of hiring paramilitary death squads in Colombia to kidnap, intimidate, or kill its union leaders and other workers at its bottling plants. Since 1989, around eight union leaders of Coca-Cola's plants in Colombia had been murdered and many others abducted and tortured. In India, Coca-Cola had to face opposition from the local people around its factory in Plachimada, Kerala,4 who charged that the company was responsible for the draining of the underground water table. 

In 2003, a BBC5 report revealed that Coca-Cola was distributing improperly treated sludge containing toxic carcinogens and heavy metals like cadmium and lead, as fertilizer to farmers in the region. Coca-Cola shut down this plant in March 2004 owing to mounting pressure. The company then decided to shift its operations to a nearby industrial zone, the Kanjikode Industrial Area.

There were also protests at Coca-Cola's Mehdiganj plant in North India over similar issues. In addition to these accusations, in 2003, the Center for Science and Environment (CSE),6 made public the findings of its study wherein it reported that the products of both Coca-Cola and PepsiCo Inc. (Pepsi) that were sold in India, had a cocktail of harmful pesticide residues in them. 

In an official statement, Coca-Cola denied that it had used death squads in Colombia. The company said that two judicial investigations in the country had not found any evidence in support of such allegations. Coca-Cola also claimed that there was no evidence linking it or its bottlers with the groundwater problems at its factory locations in India.

Background Note

The Coca-Cola drink, popularly referred to as 'Coke', is a kind of cola, a sweet carbonated7 drink containing caramel8 and other flavoring agents. It was invented by Dr. John Smith Pemberton (Pemberton) on May 8, 1886, at Atlanta, Georgia in USA.

The beverage was named Coca-Cola because at that time it contained extracts of Coca leaves and Kola nuts.9 Frank M. Robinson (Robinson), Pemberton's book-keeper and partner, who came up with the name for the drink, suggested that it be spelt Coca-Cola rather than Coca-Kola because he thought the two C's would look better while advertising. Robinson designed the now world famous Coca-Cola trademark as well. Pemberton later sold the business to a group of businessmen, one of whom was Griggs Candler (Candler). By 1888, several forms of Coca-Cola were in the market competing against each other. Candler acquired these businesses from the other businessmen and established The Coca-Cola Company in 1892. He aggressively marketed the product through advertising, distribution of coupons and souvenirs, and promoted the brand name Coca-Cola.Coca-Cola's Business PracticesCoca-Cola had always believed that it conducted its business with responsibility and ethics. The company's business practices were aimed at creating value at the marketplace, providing excellent working conditions, protecting the environment, and strengthening the communities in the places of operation.

Commitment to quality and a code of business conduct were evolved to ensure good business practices. According to Coca-Cola, its commitment to quality was reflected in every facet of its business. These included commitment to product quality, quality in business processes, and in its relationships with suppliers and retailers. 

The quality system was reviewed constantly so that the performance bar for these standards was always kept high. The quality guidelines were communicated to all business units and their implementation reviewed. The company introduced the Coca-Cola Quality System (TCCQS) to achieve these quality objectives (Refer to Exhibit V for details on TCCQS).

Labor Practices in Colombia

Colombia is widely considered as one of the most dangerous countries in the world for trade union activists and union leaders. The country was in the midst of a four-decade-old civil war involving leftist guerrillas, right-wing paramilitary groups, and government forces. 

The civil war claimed approximately three thousand lives a year including those of many trade union leaders and workers. It was reported that in 2000, three out of every five trade unionists killed in the world were from Colombia. In 2001, SINALTRAINAL, a Colombian labor union, charged that Coca-Cola and its bottlers Panamerican Beverages (Panamaco), Bebidas y Alimentos De Uraba, and Coca-Cola Femsa, were linked to the violence against its union members in Colombia. Around eight union leaders of Coca-Cola's plants in Colombia had been murdered since 1989, and many others had been abducted and tortured. Coca-Cola was accused of hiring paramilitary death squads to kidnap, torture, or kill union

leaders and intimidate worker union activists at its bottling plants.Trade Practices in MexicoMexico was a very important market for Coca-Cola as the country was second, after the US, in terms of per capita consumption of soft drinks in the world. The Mexican market for soft drinks was estimated at US$ 6.6 billion for the year 2004. Over the years, some of the highest profit margins for Coca-Cola in its overseas operations came from Mexico. Coca-Cola was the number one seller of soft drinks in Mexico with a 70% market share. Coca-Cola's largest bottler in Mexico was Coca-Cola Femsa (CCF) in which Coca-Cola had a 40% stake... 

Environment & Product Issues in India:

In India, Coca-Cola was accused of draining the underground water table, of releasing improperly treated industrial effluents, and of selling products containing pesticide residues above standard limits. The focal point of the environmental accusations in India was the Coca-Cola plant located in Kerala. Coca-Cola, through its subsidiary in India, The Hindustan Coca-Cola Beverages Pvt. Ltd., had established a bottling plant at Plachimada locality in Palakkad district in Kerala. 

The unit was established in 1998-99 in a 40-acre plot that had previously been used for irrigation of paddy and other food crops. The factory site was located in the proximity of a main irrigation canal that drew water from a nearby barrage and reservoir.

Boycott of Coca-Cola Products: 

In July 2001, SINALTRAINAL, with the help of United Steelworkers of America (USWA) and the International Labor Rights Fund (ILRF), filed a lawsuit against Coca-Cola and its Colombian bottlers at a court in Miami, Florida, under the Alien Tort Claims Act (ATCA) of the American Judicial System. It accused them of being responsible for a campaign of murder and intimidation against its unionized workers and charged that it was using right wing paramilitary groups for the purpose. The US judge dismissed these charges against Coca-Cola in Colombia but approved the charges against the local bottlers in Colombia.

Coca-Cola's ResponseCoca-Cola opened an exclusive website, Facts About The Coca-Cola Company - Coke Facts (http://www.cokefacts.org), to address these allegations, especially those related to Colombia and India. In an official statement featured on the website, Coca-Cola claimed that the allegations against the business practices in Colombia were false. 

Two different judicial enquiries in Colombia, one by a Colombian court and the other by the Colombia Attorney General, had found no evidence against Coca-Cola or its bottlers linking them to the murders of the union members. 

Coca-Cola also quoted a judgment in the lawsuit at Miami, Florida, wherein the judge had dismissed the charges against Coca-Cola, Columbia.

The Coca-Cola CompanyFrom Wikipedia, the free encyclopedia

The Coca-Cola Company

Type Public (NYSE: KO)

Dow Jones Industrial Average Component

Industry Beverage

Founded 1892

Headquarters Atlanta, Georgia, U.S.

Area served Worldwide

Key people Muhtar Kent

(Chairman and CEO)[1]

Products Coca-Cola

Carbonated Soft Drinks

Water

Other Non-alcoholic beverages

[2]

Revenue ▲ US$31.0 Billion (FY 2009)[3]

Operating income ▲ US$8.23 Billion (FY 2009)[3]

Net income ▲ US$5.82 Billion (FY 2009)[3]

Total assets ▲ US$48.7 Billion (FY 2009)[4]

Total equity ▲ US$24.8 Billion (FY 2009)[4]

Employees 92,800 (July 2010)

Website Official Website

One of the Coca-Cola Company's headquarters buildings in Atlanta

The Coca-Cola Company (NYSE: KO) is a beverage company, manufacturer, distributor, and marketer of

non-alcoholic beverage concentrates andsyrups. The company is best known for its flagship product Coca-

Cola, invented by pharmacist John Stith Pemberton in 1886. The Coca-Cola formula and brand was bought

in 1889 by Asa Candler who incorporated The Coca-Cola Company in 1892. Besides its namesake Coca-

Cola beverage, Coca-Cola currently offers more than 400 brands in over 200 countries or territories and

serves 1.6 billion servings each day.[5]

The company operates a franchised distribution system dating from 1889 where The Coca-Cola Company

only produces syrup concentrate which is then sold to various bottlers throughout the world who hold an

exclusive territory.

The Coca-Cola Company is headquartered in Atlanta, Georgia. Its stock is listed on the NYSE and is part

of DJIA, S&P 500 Index, the Russell 1000 Index and the Russell 1000 Growth Stock Index. Its current

chairman and CEO is Muhtar Kent.

Contents

 [hide]

1     History   

o 1.1      Acquisitions   

2     Revenue   

3     Lobbying   

4     Bottlers   

5     Criticism   

6     Products and brands   

7     Sponsorship   

8     In video games   

9     References   

10      External links   

[edit]History

The Coca-Cola Company was originally established in 1891 as the J. S. Pemberton Medicine Company, a

co-partnership between Dr. John Stith Pemberton and Ed Holland.[6] The company was formed to sell three

main products: Pemberton's French Wine Cola (later known as Coca-Cola), Pemberton's Indian Queen

Hair Dye, and Pemberton's Globe Flower Cough Syrup.[6]

In 1884, the company became a stock company and the name was changed to Pemberton Chemical

Company.[6] The new president was D. D. Doe while Ed Holland became the new Vice-President.[6] Pemberton stayed on as the superintendent.[6] The company's factory was located at No. 107, Marietta

St.[6] Three years later, the company was again changed to Pemberton Medicine Company, another co-

partnership, this time between Pemberton, A. O. Murphy, E. H. Bloodworth, and J. C. Mayfield.[6]

Finally in October 1888, the company received a charter with an authorized capital of $50,000. [6] The

charter became official on January 15, 1889. By this time, the company had expanded its offerings to

include Pemberton's Orange and Lemon Elixir.[6]

[edit]Acquisitions

China rejected a $2.4 billion bid from The Coca-Cola Company for the Huiyuan Juice Group on the grounds

that it would be a virtual monopoly, althoughnationalism was also thought to be a reason for aborting the

deal.[7] Rumours speculated that an American rejection of a bid for UNOCAL by a partly state-owned oil

company played a part in the rejection.

Coca-Cola acquired the Indian cola brand Thums Up in 1993.[8]

[edit]Revenue

The Coca-Cola Company's Minute Maid group North America offices in Sugar Land Town Square, Sugar

Land, Texas, United States

According to the 2005 Annual Report,[9] the company sells beverage products in more than

200 [10] countries. The report further states that of the more than 50 billion beverage servings of all types

consumed worldwide every day, beverages bearing the trademarks owned by or licensed to Coca-Cola

account for approximately 1.5 billion. Of these, beverages bearing the trademark "Coca-Cola" or "Coke"

accounted for approximately 78% of the Company's total gallon sales.

Also according to the 2007 Annual Report, Coca-Cola had gallon sales distributed as follows:

37% in the United States

43% in Mexico,India, Brazil, Japan and the People's Republic of China

20% spread throughout the rest of the world

In 2010 it was announced that Coca-Cola had become the first brand to top £1 billion in annual UK grocery

sales .[11]

[edit]Lobbying

In the US, Coca-Cola is a major lobbying force working to gain favorable legislation for the beverage

industry. In both 2005 and 2006, it spent $1 million each year on lobbying. In 2007 that increased to $1.7

million, and by 2008, to $2.5 million. In 2009, total lobbying expenses jumped to $4.5 million, or nearly

double the previous year. Much of the increased lobbying expenses are due to the industry’s fight against

increased taxes on soft drinks and other sweetened beverages.[12] For 2009, Coca-Cola has 38 lobbyists at

7 different firms lobbying on its behalf.[13]

[edit]Bottlers

Houston Coca-Cola Bottling Company

Main article: List of assets owned by The Coca-Cola Company

In general, The Coca-Cola Company (TCCC) and/or subsidiaries only produces (or produce) syrup

concentrate which is then sold to various bottlers throughout the world who hold a Coca-Cola franchise.

Coca-Cola bottlers, who hold territorially exclusive contracts with the company, produce finished product in

cans and bottles from the concentrate in combination with filtered water and sweeteners. The bottlers then

sell, distribute and merchandise the resulting Coca-Cola product to retail stores, vending machines,

restaurants and food service distributors.

One notable exception to this general relationship between TCCC and bottlers is fountain syrups in the

United States, where TCCC bypasses bottlers and is responsible for the manufacture and sale of fountain

syrups directly to authorized fountain wholesalers and some fountain retailers.

[edit]Criticism

Main article: Criticism of Coca-Cola

The Coca-Cola Company has been involved in a number of controversies and lawsuits related to its

relationship with human rights violations and other perceived unethical practices.

A number of lawsuits have been issued in relation to its allegedly monopolistic and discriminatory practices,

some of which have been dismissed, some of which have caused The Coca-Cola Company to change its

business practices, and some of which have been settled out of court.[14] It has also been involved in a

discrimination case. There have been continuing criticisms regarding the Coca-Cola Company's relation to

the Middle East and U.S. foreign policy.

An issue with pesticides in groundwater in 2003 led to problems for the company when an Indian NGO,

Centre for Science and Environment, announced that it had found cancer causing chemicals in Coca-Cola

as well as other soft drinks produced by the company, at levels 30 times that considered safe by the

European Economic Commission. This caused an 11 percent drop in Indian Coca-Cola sales. [15][16] The

Indian Health Minister said the CSE tests were inaccurate, and said that the government's tests found

pesticide levels within India's standards but above EU standards.[17][18] The UK-based Central Science

Laboratory, commissioned by Coke, found its products met EU standards in 2006.[19] Coke and

the University of Michigan commissioned an independent study of its bottling plants by The Energy and

Resources Institute (TERI), which reported in 2008 no unsafe chemicals in the water supply, though it

criticized Coke for the impact of its water usage on local supply.[20]

The company has been criticised on a number of environmental issues. Critics claim that the company's

overuse of local water supplies in some locations has led to severe shortages for regional farmers and the

forced closure of some plants.[21] Packaging used in Coca-Cola's products have a significant environmental

impact. However, the company strongly opposes attempts to introduce mechanisms such as container

deposit legislation.[22]

There are charges that the Coca-Cola Company was involved in the violent repression of a union at several

of its bottling plants in Colombia, South America. As of August 2005, when PBS's Frontline ran a story on

the controversy, Coca-Cola strenuously denied all allegations of union-busting and murder of union

leaders. Shareholders and U.S. colleges[23][24] have boycotted Coca-Cola to try to put pressure on the

company to approve a full-scale, independent investigation of the charges.[25]

On 10 December 2008, the US Food and Drug Administration (FDA) wrote to Mr. Muhtar Kent, President

and Chief Executive Officer, to warn him that the FDA had concluded that Coca-Cola's productDiet Coke

Plus 20 FL OZ was is in violation of the Federal Food, Drug, and Cosmetic Act.[26]

In January 2009, the US consumer group the Center for Science in the Public Interest filed a class-action

lawsuit against Coca-Cola.[27] The lawsuit was in regards to claims made, along with the company's flavors,

of Vitamin Water. Claims say that the 33 grams of sugar are more harmful than the vitamins and other

additives are helpful. Coca-Cola insists the suit is "ridiculous." [citation needed]

[edit]Products and brands

Main article: Coca-Cola brands

The Coca-Cola Company offers nearly 400 brands in over 200 countries, besides its namesake Coca-

Cola beverage.

Tab was Coca-Cola's first attempt to develop a diet soft drink, using saccharin as a sugar substitute.

Introduced in 1963, the product is still sold today, however its sales have dwindled since the introduction of

Diet Coke.

The Coca-Cola Company also produces a number of other soft drinks including Fanta (introduced circa

1942 or 1943) and Sprite. Fanta's origins date back to World War II when Max Keith, who managed Coca-

Cola's operations in Germany during the war, wanted to make money from Nazi Germany but did not want

the negative publicity. Keith resorted to producing a different soft drink, Fanta, which proved to be a hit, and

when Coke took over again after the war, it adopted the Fanta brand as well. The German Fanta Klare

Zitrone ("Clear Lemon Fanta") variety became Sprite, another of the company's bestsellers and its

response to 7 Up.

During the 1990s, the company responded to the growing consumer interest in healthy beverages by

introducing several new non-carbonated beverage brands. These included Minute Maid Juices to

Go, Powerade sports beverage, flavored tea Nestea (in a joint venture with Nestle), Fruitopia fruit drink

and Dasani water, among others. In 2001, Minute Maid division launched the Simply Orange brand of

juices including orange juice.

In 2004, perhaps in response to the burgeoning popularity of low-carbohydrate diets such as the Atkins

Diet, Coca-Cola announced its intention to develop and sell a low-carbohydrate alternative to Coke Classic,

dubbed C2 Cola. C2 contains a mix of high fructose corn syrup, aspartame, sucralose, and Acesulfame

potassium. C2 is designed to more closely emulate the taste of Coca-Cola Classic. Even with less than half

of the food energy and carbohydrates of standard soft drinks, C2 is not a replacement for zero-calorie soft

drinks such as Diet Coke. C2 went on sale in the U.S. on June 11, 2004, and in Canada in August 2004.

C2's future is uncertain due to disappointing sales.

Coca-Cola is the best-selling soft drink in most countries. While the Middle East is one of the only regions

in the world where Coca-Cola is not the number one soda drink, Coca-Cola nonetheless holds almost 25%

marketshare (to Pepsi's 75%) and had double-digit growth in 2003.[28] Similarly, in Scotland, where the

locally produced Irn-Bru was once more popular, 2005 figures show that both Coca-Cola and Diet Coke

now outsell Irn-Bru.[29] In Peru, the native Inca Kola has been more popular than Coca-Cola, which

prompted Coca-Cola to enter in negotiations with the soft drink's company and buy 50% of its stakes.

In Japan, the best selling soft drink is not cola, as (canned) tea and coffee are more popular.[30] As such,

the Coca-Cola Company's best selling brand there is not Coca-Cola, but Georgia.[31]

Some claim Coke is less popular in India due to suspicions regarding the health standards of the drink.[citation

needed]

On July 6, 2006, a Coca-Cola employee and two other people were arrested and charged with trying to sell

trade secrets information to the soft drink maker's competitor, PepsiCo for $1.5 million. The recipe for

Coca-Cola, perhaps the company's most closely guarded secret, was never in jeopardy. Instead, the

information was related to a new beverage in development. Coca-Cola executives verified that the

documents were valid and proprietary. At least one glass vial containing a sample of a new drink was

offered for sale, court documents said. The conspiracy was revealed by PepsiCo, which notified the

authorities when they were approached by the conspirators.[32]

The company announced a new "negative calorie" green tea drink, Enviga, in 2006, along with trying coffee

retail concepts Far Coast and Chaqwa.

On May 25, 2007, Coca-Cola announced it would purchase Glaceau, a maker of flavored vitamin-

enhanced drinks (vitamin water), flavored waters, and energy drinks, for $4.1 billion in cash.[33]

On September 3, 2008, Coca-Cola announced its intention to make cash offers to purchase China Huiyuan

Juice Group Limited (which has a 42% share of the Chinese pure fruit juice market[34]) for US$2.4bn

(HK$12.20 per share).[35] China's ministry of commerce blocked the deal on March 18, 2009, arguing that

the deal would hurt small local juice companies, could have pushed up juice market prices and limited

consumers’ choices.[36]

In October 2009, Coca-Cola revealed its new 90-calorie mini can that holds 7.5 fluid ounces.[37] The first

shipments are expected to reach the New York City and Washington D.C. markets in December 2009 and

nationwide by March 2010.[37]

[edit]Sponsorship

Coca-Cola has sponsored the English Football League since the beginning of the 2004-05

season (beginning August 2004). Other major sponsorships include NASCAR, the NBA, the PGA

Tour, NCAAChampionships, the Olympic Games, the NRL, the FIFA World Cups and the UEFA Euro, as

well as the hit Fox singing-competition series American Idol. Coca-Cola is a sponsor of the nightly talk

show on PBS, Charlie Rose in the US.[citation needed]

[edit]In video games

In PlayStation Home, the PlayStation 3's online community-based service, Coca-Cola placed a vending

machine in Home that took users to a space called the "Georgia Break Station". The vending machine also

distributed original avatar items and presented, along with "C-pons", digital coupons that could be used to

get real drinks from real vending machines. This was to promote Coca-Cola'sGeorgia series of canned

coffee. The space was a lounge where users could sit and chat and included two in-lounge avatars that told

the users about the Georgia coffee. It was available from September 7, 2009 to December 17, 2009 in the

Japanese version of Home.[38][unreliable source?]

In Dreamcast's Shenmue in 1999, Coca-Cola was featured in the Japanese only version when the main

character Ryo Hazuki finds vending machines on the street corners in the video game, and actual cans that

were sold in Japan in 1986, the setting of the video game. Sometimes, Ryo gets a special can which can

be turned in for prizes.