Refreshing the Way the World Works

The Coca-Cola Company - 5by20 Campaign

The Challenge

The Coca-Cola Company’s 5by20 initiative, a bold commitment to help economically empower 5 million women entrepreneurs working within their value chain by 2020.

As one of the world’s most iconic brands, Coca-Cola faced an obstacle that many major brands face when promoting their purpose-driven causes: audience cynicism.

TCCC asked us to help them promote the positive impact of 5by20, and drive brand advocacy towards the company and we did this with a series of global content-led campaigns.

The Response

We built a campaign strategy around a simple, yet effective philosophy: talk about the people, not the brand  - positioning Coca-Cola as an enabler of strong, capable women rather than the ‘saviour’.

Our collaboration with TCCC has seen us create over 90 pieces of multi-platform content globally. We’ve captured the positive impacts on not just the women but their entire communities and the many children who have benefitted and found inspiration from these strong, empowered women in their lives.

The Work

The Results

Over a 3 year period, we delivered a series of award-winning films for social media and Coca-Cola global and regional channels. These include multi-platinum awards from both IVCA and AVA.

They’re a socially progressive company focusing on the community and giving back.
I really did not expect this, it is showing that Coke are trying hard and care about having a social conscience. Well done to them!
This inspired me in terms of community forging - everything you can do in your life can benefit something rather than negate something.
This shows that Coke helps people and sticks around to ensure their success, and most importantly the success survives!

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