Coca-Cola launches 'Live Positively' campaign
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Coca-cola has overhauled their image with the slogan "Live Positively" to reflect their plans to ensure that all aspects of their business are geared towards sustainability.
The campaign, launched just ahead of the Shanghai World Expo 2010, is a coordinated effort between Coca-Cola and its three bottling partners in China, Swire Beverages Ltd, COFCO Coca-Cola Beverages Ltd, Coca-Cola China Industries Limited and individual bottler Zhuhai Coca-Cola Beverage Co Ltd.
"We have taken a serious look at the impacts we make economically, environmentally and socially, and challenged ourselves to live up to the honor bestowed upon us and the responsibility that comes with it," said Doug Jackson, president of Coca-Cola China and South Korea, "I'm proud to strive for sustainability with our bottling partners and to make positive contributions towards ensuring sustainability in China that will bring benefits for posterity."
Coca-Cola's sustainability efforts start with delivering a quality product to the customer.
The newly opened Global Innovation and Technology Center in Shanghai creates products that are tailored to the preferences of Chinese consumers.
As part of this new campaign, Coca-Cola system has introduced a range of programs in different areas of the business that address healthy living, water resources, packaging, climate, community and the workplace.
"In China, all Coca-Cola bottling operations will ensure that 100 percent of the waste water from its manufacturing operations is treated so that it can support aquatic life if discharged directly into nature," said Martin Jansen, CEO, Coca-Cola Bottling Investments Group China.
In addition, over 30 million yuan on water recovery and treatment equipment has been invested in all Coca-Cola bottling plants to improve water usage and management to reduce water consumption.
Packaging has been redesigned to help prevent waste. By 2015 Coca-Cola will improve its packaging efficiency by 7 percent versus 2008 levels, equivalent to saving 55,000 metric tons of packaging materials.
Regarding energy conservation and climate protection, Coca-Cola is committed to decrease its energy use and reduce the carbon intensity of its manufacturing by 40-45 percent compared to 2004 by 2020.
The company will also get more active on a local level. It plans to introduce environmental, education, and active living programs that will benefit more Chinese people. Coca-Cola plans to invest over 200 million yuan in this program by 2012.
As well as its commitment to environmental protection, Coca-Cola makes contributions to charity.
"Coca-Cola has sponsored WWF since June 2007 to help protect the world's seven most important fresh water river basins," said Zhu Chunquan, conservation operation director of the World Wildlife Fund.
Coca-Cola has also built 61 schools, 100 libraries, 30 online learning centers and 55 multimedia classrooms in 27 provinces, benefiting 60,000 children to date.
Coca-Cola delivered 3.6 million bottles of water to the southwest of China in the past few weeks to help ease the severe drought.
During the period when the earthquake hit Sichuan province two years ago, Coca-Cola sent over 20 million bottles of water to the disaster-hit areas.
