Coca-Cola's CSR agenda: Women, water and well-being
Geoffrey PrecourtWarc
In 1971, the Coca-Cola Co. famously tried to "teach the world to sing in perfect harmony." In 2014, harmony is still a theme, but "a core belief in sustainability" is the new driver for the consumer-driven organization.
Earlier this year, the Association of National Advertisers (ANA) unveiled the findings of a study from EffectiveBrands which demonstrated the positive connection between purpose-driven marketing and brand performance.
As Bob Liodice, president/ceo of the ANA observed, "When your brands are aligned with something beneficial – some increment to a higher-level purpose...