Brand Project #5

 Our Recommendations for Coca Cola:
click here to see a powerpoint version!

Make a more eco-friendly soda bottle

• Coca-Cola recently increased its production of throwaway plastic bottles last year by well over a billion
• Coca-Cola has confirmed that single-use plastic bottles made up 59% of its global packaging in 2016 compared to 58% in the 12 months before
• There is a growing concern about marine pollution and increasing evidence that plastic is finding its way into the food chain of fish and humans
• These plastic drinking bottles could be made out of 100% recycled plastic instead and campaigners are pressing big drinks companies to radically increase the amount of recycled plastic in their bottles

Improve diversity on the Board of Directors

• Diversity and being as inclusive as their brands is one of Coca Cola’s company values
• Having a diverse Board of Directors is something Coca Cola already strives to accomplish, in fact there are five women on the board, three of which are women of color. However, despite the presence of diversity on the board is could be more racially inclusive and improve.
• Out of 16 members listed on their website, Coca Cola has 10 white men on the board of directors, which is more than 50%
• About 31% of the board is women, this number should be closer to 50
• Only one man of color is on the board (that’s 6%)
• It is important for the numbers of diversity in Coca Cola’s workforce to go up, especially since global diversity is a goal and a value they claim to represent

Making Coca Cola healthier

• Coca Cola is acidic so it is very bad for your teeth and the sugary drink is often responsible for weight gain and body-related issues
• Coca Cola has done its best to not target anyone under the age of 12, by keeping advertisements off children’s channels (Disney, Cartoon Network, etc.), it could be even more beneficial.
• Some people view Coca Cola as being unhealthy and gross because it is associated with so much sugar and weight gain.   
• This has an effect on Coke’s image, causing some people to no longer see it as being a positive brand associated with happiness and diversity.
• By eliminating sugars, redesigning the packaging sizes, and focusing on healthier substitutes for ingredients, it can in positive change for the brand.
• By coming up with a healthier alternatives that are still delicious, it can become appealing to everyone with various lifestyles
• Coca Cola can also give to charities or collaborate with healthy influencers (Like Michelle Obama) to prove they are working towards change and support a healthy lifestyle.
• They can partner with the fight against obesity and donate sports equipment or gym- related equipment to PE programs to encourage children to stay active and avoid obesity.