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    Sustainability at The Coca-Cola Company in a New Era of Brand Building

    Rubin, James R. ; Moriarty, Brian ; Mehlsak, Alison

    • Reference: DARDEN-BC-0262-E

    • Number of pages: 24

    • Publication Date: Dec 21, 2015

    • Source: Darden University of Virginia (USA)

    • Type of Document: Case

    • Industry Setting: Management Communications:Communication Strategy;Management Communications:Corporate Communication;Management Communications:Corporate Image & Identity;Management Communications:Public Relations & Media;Management Communications:Reputation Management

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    Description

    This case is used in Darden's course elective on managing corporate communications. It offers students a concise history of The Coca-Cola Company's (TCCC's) brand history before focusing on the importance that TCCC's Office of Sustainability currently plays in the communications strategy for the brand. The case analyzes how the Office of Sustainability works both locally and globally to partner in innovative ways with stakeholders along the entire supply chain, working together to lessen the environmental impact of TCCC's business.

    Keywords

    coke Disruption ekocenter pepsi recycle Social enterprise Social media stewardship Supply Chain Sustainability tab water