Mission Statement: The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business

Transcription

1 Mission Statement: The Coca-Cola Company exists to benefit and refresh everyone who is touched by our business The Coca-Cola Company offers a broad range of soft drink brands, including carbonated soft drinks, juices, waters and sports drinks, to suit tastes across the globe for all generations. The World s Favourite Soft Drink The Coca-Cola Company is the world's largest beverage company and is the leading producer and marketer of soft drinks. Along with Coca-Cola, the Company markets four of the world's top five soft drink brands, including diet Coke, Fanta, and Sprite. Coca-Cola is the most recognised trademark in the world, with 94% global recognition. It is also commonly thought that it is the second most widely understood word in the world, after OK. In 1923, the then Chairman, Robert Woodruff, said Coca-Cola should always be within arm s reach of desire. Worldwide, The Coca-Cola Company is still committed to fulfilling this challenge. Through the world's largest distribution system, consumers in over 200 countries enjoy the Company's products at a rate of more than 1 billion servings each day. Think Local, Act Local The strength of this global success lies in the relevant local connections that Coca-Cola builds with its consumers every day. This is the thinking behind the strategy Think Local, Act Local. Although Coca-Cola is a global product with a universal appeal, the Company actually operates in local environments around the world, with each country having its own unique needs and requirements.

2 Coca-Cola was first invented on May 8th 1886 by Dr John Stith Pemberton in Atlanta, Georgia, U.S.A. Thinking that the two Cs would look good in advertising, Dr Pemberton's partner and book keeper, Frank M. Robinson, suggested the name and penned the now famous trademark Coca-Cola in his flowing script known as Spencerian script. Early Sales Coca-Cola was first sold at a soda fountain in Jacobs' Pharmacy in Atlanta for 5 cents a glass. During the first year, sales of Coca-Cola averaged nine drinks a day, adding up to total sales for that year of $50. The Coca-Cola Company After Pemberton s death in 1888, his rights were purchased by Asa G. Candler who by 1891 had sole ownership of the formula for the sum of $2,300. In 1892, The Coca-Cola Company was formed. In 1899, Benjamin F. Thomas and Joseph B. Whitehead secured with Asa Candler the exclusive rights to bottle and sell Coca-Cola in the U.S. In 1919 the Candler family sold The Coca-Cola Company to Atlanta banker Ernest Woodruff and a group of business men for $25 million.

3 Coca-Cola was first enjoyed in Great Britain over 100 years ago and is the number one carbonated soft drink in the country Coca-Cola first came to Great Britain in 1900, when Charles Candler, son of the Company s founder, Asa Candler, brought a jug of Coca-Cola syrup to England on a holiday visit. It was first sold regularly in Great Britain through soda fountain outlets, which included Selfridges and The London Coliseum, in the early 1920s. Acquisitions In 1999 The Coca-Cola Company purchased the soft drinks brands of Cadbury Schweppes plc in various countries including Great Britain which resulted in the extension of our existing product range diet Coke, Cherry Coke, Fanta, Sprite, Lilt and Five Alive to include the Schweppes range, Dr Pepper, Oasis, Kia-Ora and Malvern water. Manufacturing The Coca-Cola Company began bottling in Great Britain in a small plant in Brighton in 1932 and by 1939 there were seven bottling plants across the country. In 1961 Coca-Cola was first marketed in cans, filled by local contract canners. Then in 1976, the first Company canning plant was opened in Milton Keynes. At that time, the plant was at the forefront of technology, capable of filling 1,500 cans per minute. Today, our bottler has seven cans lines which, if all running at the same time, would produce over 11,000 cans a minute. Coca-Cola has been advertising at Piccadilly Circus since 1954, with the most recent innovation to the present site taking place in 1998, when state-ofthe-art technology was introduced. In Dec 2002, Coca-Cola Great Britain announced the intention to more than double the size of the sign.

4 We need a Coca-Cola bottle which a person will recognise even if he feels it in the dark The bottler, Benjamin F. Thomas, recognised the requirement for a completely unique and easily recognisable bottle for Coca-Cola and in 1915 wrote a short brief which landed in the hands of Alexander Samuelsson, a Swedish innovator whose passion was working with glass. Samuelsson s search for inspiration found him poring through the pages of the Encyclopaedia Britannica where the image of a cocoa bean set him thinking. His work resulted in the unique design of the Original Coca-Cola Glass bottle which was given a patent in 1915, went into production the following year and consequently became one of the most iconic pieces of packaging design of the 20th Century. The Original Coca-Cola Glass bottle has also attracted the attention of some of the world s most influential icons including U.S. Presidents, Eisenhower and Kennedy; rock n roll icons, The Beatles and Elvis Presley; plus cutting-edge style gurus Terry O Neil and Terence Conran. Inspirational icon In 2002, a unique lifestyle collection was designed with some of Great Britain s most influential young artists/designers who each used the Original Coca-Cola Glass bottle as the inspiration behind their one-off pieces. These included a set of glasses, a sumptuous red velvet sofa, a limited edition remix record and a silver corset. The Original Coca-Cola Glass bottle has been an inspiration to many people: pop artist Andy Warhol, whose background lay in advertising, was taken with the powerful image of the bottle. He initially hand drew it and then screen printed repetitive images on large canvasses to dramatic effect.

5 We offer a wide range of soft drinks to suit all tastes to ensure that our brands remain the first refreshment choice for every generation Coca-Cola Coca-Cola is the world s best known brand and the number one soft drink in Great Britain. [1] The Coca-Cola brand will always be our number one focus but product innovation plays a vital role in our business and our future. Diet Coke Diet Coke was first introduced in Great Britain in 1983 with caffeine free diet Coke being introduced in Diet Coke is the most popular diet soft drink in the world and is the number two soft drink in Great Britain, after Coca-Cola. [1] Diet Coke with Lemon Cherry Coke Cherry Coke was launched in 1986 for those with a do something different attitude to life! Vanilla Coke Diet Coke with Lemon Coca-Cola Great Britain launched diet Coke with Lemon in June This was the first time a flavour has been added to diet Coke since its launch. It offers consumers their favourite diet Coke with a refreshing citrus taste. Vanilla Coke and Vanilla diet Coke launched in Britain in April This new addition to the Coca-Cola brand offers the much loved taste of Coca-Cola and diet Coke combined with a smooth hint of vanilla flavour. [1] AC Nielsen RMS (Value) 2002

6 Fanta Fanta is the number one selling fruit flavoured carbonated soft drink in GB. [1] Fanta Orange has been tantalising the taste buds of Britain since 1960, with Fanta light Orange being launched in Fanta Icy Lemon was introduced in February 2001, in response to thousands of calls from British holidaymakers who wanted to bring the taste of summers abroad back home. Fanta light Icy Lemon was launched in November Fanta Fruit Twist and Fanta Zesty Berry were launched in February 2002 and February 2003 respectively. Powerade Powerade is an isotonic sports drink, launched in 2001, developed by scientists to help people participating in sports activity or exercise perform at their best for longer. It helps prevent dehydration and delay the onset of muscle fatigue during exercise thanks to its unique Liquid8 System, an optimum combination of fast acting carbohydrates, minerals and electrolytes. Powerade comes in three flavours Citrus Charge, Gold Rush & Ice Storm. Lilt Lilt, unique to Great Britain and Ireland, was introduced in Its totally tropical taste brings the Caribbean feel good feeling into the lives of those who drink it. Lilt light and Lilt Mango & Mandarin were introduced in 1987 and 1994 respectively. The Lilt ladies first appeared in advertising in Their Caribbean perspective results in a fresh and humorous take on life. Dr Pepper Dr Pepper first came into existence in 1885, when it was invented by a pharmacist, Charles C. Alderton in Texas, U.S.A. With a secret blend of twenty three different flavours, Dr Pepper was named after the owner of the pharmacy, Dr Charles Pepper. The brand, which is the number five carbonated soft drink in the USA [2], was introduced into Great Britain in Sprite [1] Canadean 2002 [2] Canadean 2001 Sprite and Sprite light hit the streets of Britain in 1989 and Sprite is now the world s best selling lemon and lime drink. [2]

7 Schweppes Schweppes was founded by German born Swiss jeweller and amateur scientist, Jacob Schweppe in 1783 when he discovered a way of producing carbonated water on Schweppes has been using the strapline Sch... You Know Who? since1965 when the actor William Franklin appeared in the first TV ads for the brand. In 2001 Sch... You Know Who? a commercial scale. was revived in its current award-winning print Schweppes first came to Britain in advertising campaign when Jacob Schweppe opened his first factory in Drury Lane, The Schweppes London. By 1835, the company was product range includes selling not only mineral water, but its classic Lemonade, soda water and lemonade in glass original Bitter Lemon, egg shaped bottles designed Indian Tonic Water, specifically to hold aerated water. Soda Water, Ginger Ale, juices and In 1833 Schweppes received the Royal Warrant and Canada Dry Ginger Ale. was subsequently invited to be sole supplier of soft drinks at the Great Exhibition of Malvern, The Original English Natural Mineral Water Malvern has been bottled at source since 1851 at the Rose s Primeswell Spring, in the Malvern Hills, Worcestershire. However records suggest that Malvern water may Rose s the brand s have been available from as early as heritage dates back to the mid 1880s when it Malvern launched its first ever print advertising was developed by a campaign at the end of 2002 with the strapline maritime entrepreneur Not quite Middle England. The advertising coincided Lauchan Rose, from with the brand s re-launch which saw a change Scotland. Famous for to the pack artwork. its high quality lime The pack design cordial, Rose s has been part of the takes its inspiration Schweppes portfolio since from the granite over which Malvern water is naturally filtered. Burn Burn a night time energy drink targeted at the style conscious, with a focussed presence in style, youth orientated bars and clubs in major cities, was launched in October 2000.

8 Oasis Oasis, is a blend of fruits in a refreshingly still drink which was launched in Great Britain in Oasis currently comes in five flavours Summer Fruits, Summer Fruits light, Citrus Punch, Blackcurrant and Classic Lemon with new and improved flavours planned for In 2002, Oasis ran outdoor advertising which featured the fantasy style art of Boris Vallejo. Kia-Ora Kia-Ora is the UK s number three branded squash. [1] The name Kia-Ora came from the Maori word meaning good health. Kia-Ora was first created in Australia in 1903 and launched in Great Britain in [1] Canadean 2002 Five Alive Five Alive, which launched in Britain in 1981, is a five fruit blend family juice drink. The brand was re-launched in October 2002 with three core flavours, Citrus Burst, Berry Blast and Tropical Hit. Each of these is fortified with appropriate vitamins and minerals and contains no artificial flavours, colours or preservatives. They re full of five fruit flavour for all the family to enjoy. Disney Winnie The Pooh Roo Juice Disney Winnie The Pooh Roo Juice has been specially developed for younger children and was launched in August Disney Winnie The Pooh Roo Juice is a fruit juice drink with no added sugar, no artificial sweeteners, preservatives, colours or artificial flavourings. It comes in three apple-based flavours Winterbury (with blackcurrant), Summerberry (with strawberry) and Autumn Apple (with grape). Designed to nurture a child s imagination, Disney Winnie the Pooh Roo Juice packs feature illustrations of Winnie the Pooh and friends, as well as quick, fun quizzes for parents to enjoy with their children.

9 The Coca-Cola Company worldwide operates a franchise system supplying syrups and concentrates to over 1200 bottling operations around the world Production The sole licensed franchise bottler for our brands in Great Britain is our co-partner Coca-Cola Enterprises Limited (CCE). CCE is the largest soft drinks producer in Great Britain and is responsible for local manufacture and distribution of our products. CCE has six manufacturing plants and seven distribution centres throughout our region. One of their production plants, based in Wakefield, is Europe s biggest soft drinks production complex and is capable of producing 120 million cases per year at that site alone. In 2002, CCE produced 3 billion litres of soft drinks. Quality Products We consider the consistent high quality of our products to be one of our businesses primary responsibilities and take great pride in ensuring that we are offering our consumers products of the highest quality. In everything that we do, from the selection of ingredients to the manufacture of our products and their delivery to the market place, we use our specialised quality management system, The Coca-Cola Quality System (TCCQS). The Coca-Cola Great Britain and Ireland Division now leads the world in the implementation of TCCQS. Distribution As part of their operations Coca-Cola Enterprises Limited distribute our products to a wide range of outlets across Great Britain, taking thousands of orders a year. Retailers ranging from large multiple supermarkets to corner shops, newsagents and petrol forecourts Secondary schools, colleges, hospitals, workplaces, pubs, clubs, restaurants cafes and cinemas Wholesalers

10 We operate in the Non Alcoholic Beverage Sector Coffee 24% Tea 32% Milk/Milk Drinks 3% by volume Soft Drinks 41% Carbonated Soft Drinks In Great Britain, carbonated soft drinks represent 48% of the Total Soft Drinks Category. [1] In 2002, the products of Coca-Cola Great Britain accounted for approximately 45.8% of all carbonated soft drink sales in the country. [1] Coca-Cola is the number one soft drink in Great Britain, and diet Coke is number two. [2] In Great Britain, the Non Alcoholic Beverage sector is made up of the following categories: Total Soft Drinks (41%), Tea (32%), Coffee (24%) and Milk/Milk Drinks (3%). [1] Annual per capita consumption of Soft Drinks for Great Britain is 204 litres, compared to 255 in Germany, 268 in Belgium and 377 in U.S.A. [1] Per capita consumption for tea and coffee is 155 and 113 litres respectively. [1] Litres per Person GB per capita consumption of soft drinks Per capita consumption of soft drinks in Great Britain has grown by 24% over the last six years [1] and there is therefore opportunity for continued growth. In 2002, nearly 12 billion servings of Coca-Cola products were enjoyed in Great Britain. [3] Category Factors There are many factors that affect the growth of the soft drinks category such as: Availability Disposable income Product innovation Consumer Research Coca-Cola is continuously looking to deliver against consumer needs and uses consumer insights, through extensive consumer research, to help shape progressive new solutions to packaging and product offerings. Marketing Weather Price [1] Canadean 2002 [2] AC Nielsen RMS (value) 2002 [3] The Coca-Cola Company

11 Successful Marketing The success of our brands can be attributed not only to their great taste, but also to the innovative and creative marketing programmes that are initiated each year. The Coca-Cola Company uses a variety of techniques to promote its brands including sales promotions, advertising, public relations, packaging and sponsorship. These activities are created locally, to ensure that they are relevant to our consumers in Great Britain. On this page we describe some of our recent marketing initiatives. Promotions Cokeauction Coca-Cola Great Britain launched in 2000 its first internet based interactive promotion, cokeauction, giving consumers the opportunity to bid with Coke credits for thousands of unique items and money can t buy experiences. The groundbreaking activity, which received a number of awards, was the first ever online auction using virtual currency making it both original and innovative s Music4You promotion ran in conjunction with The Sun and News of the World newspapers. It offered consumers the chance to bid online for great music experiences and collect tokens for a massive range of music items. The 2002 FIFA World Cup TM saw Coca-Cola encouraging fans to Eat Football, Sleep Football, Drink Coca-Cola through a multi-faceted programme of innovative marketing activity including bringing the FIFA World Cup TM Trophy to England for fans to touch and lift in a whirlwind one-day tour. Also, in a first for the FIFA World Cup TM, Coca-Cola invited consumers to design a perimeter board ad to support the football teams out in Japan and Korea. The winning design from England by 7 year old Adam Hindle from Huddersfield, featured pitchside at all of England s FIFA World Cup TM matches.

12 Advertising & PR To celebrate the unique iconic shape and sensual form of the Original Coca-Cola Glass bottle as the ultimate brand experience, Coca-Cola Great Britain launched a number of initiatives in A summertime television advertisement Mowerman showed the thirst quenching appeal of drinking from a refreshing ice cold glass bottle. Also, a national outdoor advertising campaign, with four stylish executions, celebrated the unique shape and form of the Original Glass bottle in contrast to the curves and silhouette of the human form, with the strapline Get your Hands on a Contour. The exhibition of the Contour lifestyle collection was supported by a strong PR campaign see Original Glass bottle page for details. Schweppes re-launched the Sch You Know Who? strapline at the end of 2001, with a stylish and award-winning print advertising campaign that used the work of Alison Jackson, an artist well known for creating stylish and playfully witty photographs of lookalike celebrities, capturing them in their supposed unseen off-guard moments. Christmas 2001 saw Coca-Cola unveil the record-breaking World s Biggest Advent Calendar on the side of Birmingham s Town Hall. The huge scale of the 3D calendar gave a sense of festive drama to the city centre, while themed events brought the community together as each window came to life every day with music, fireworks and, on Christmas Eve, Father Christmas appeared with real snow.

13 Coca-Cola has created some of the most memorable, timeless and innovative advertising in the world Global Advertising The first ever Coca-Cola advertisement was an oil cloth sign, bearing the phrase Delicious and Refreshing. Over the decades, Coca-Cola has used advertising slogans which are well remembered and are still relevant to the brand today Delicious and Refreshing 1929 The Pause that Refreshes 1949 It s The Real Thing 1963 Things go better with Coke 1969 It s The Real Thing 1971 I d like to teach the world to sing 1976 Coke adds life 1979 Have a Coke and a smile 1982 Coke is it! 1989 Can t beat the Feeling 1993 Always Coca-Cola 1996 Eat Football, Sleep Football, Drink Coca-Cola 2000 Coca-Cola Enjoy 2001 Life Tastes Good In the 1970s and 1980s, the Company created hit songs from its advertising. I d like to Teach the World to Sing provided the New Seekers with a No.1 hit and First Time, First Love by Robin Beck catapulted to the top of the UK pop charts in Local Advertising Although a campaign theme may be worldwide, advertisements will be created for individual countries to ensure they are relevant to the consumers in that region. In Great Britain for example, where football is a passion, the Eat Football, Sleep Football, Drink Coca-Cola advertising campaign was very successful in reinforcing the link between Coca-Cola and football. Our 2002 World Cup ad was an animated zero to hero story of Leggsy, a three-legged boy who realises every football fan s dream of scoring the winning goal for England at the FIFA World Cup TM. Diet Coke has a sexy image built on television adverts such as the infamous break campaign featuring the hunky window cleaner and the more recent Taste the Moment advertising campaign, which were suggestive, witty and playful. Father Christmas, as we know him with red suit, long beard and jolly face, was first illustrated with those characteristics for a Coca-Cola advertisement back in the 1930s. The famous images were illustrated by Swedish artist Haddon Sundblom and feature on Christmas packs of Coca-Cola each year.

14 The Coca-Cola Company creates innovative packaging to meet consumers needs Innovation Coca-Cola Bottle Over the years, The Coca-Cola Company has pioneered the development of lightweight, convenient packaging and innovations such as six packs, litter-free ringpulls and vending technology. Our cans use 35% less aluminium and some of our bottles use up to 40% less plastic and 15% less glass than when first introduced. Range of Packs The brands are packaged to suit all requirements from single aluminium cans (150 & 330ml) and 500ml plastic PET bottles for when you are drinking on the move, to multipacks and 1.25, 1.5, 2 and 3 litre plastic PET bottles for home and family consumption. Glass bottles and dispensed products are supplied in outlets like restaurants and bars. In Great Britain, changing demographics and the growing number of two-person households drove the 2002 launch of a new sized 1.25 litre bottle for Coca-Cola, diet Coke and Fanta. Tetra Pak Our Five Alive and Disney Winnie the Pooh Roo Juice products are sold in Tetra-Pak cartons, made from multi-layers of board, (using paper from a renewable resource) with some polyethylene and aluminium. Disney Winnie the Pooh Roo Juice launched in August 2002 with a new-style 180ml Tetra-Wedge specially designed for younger children to limit wastage and spillage. This was the first time the wedge-shaped carton had been seen on-shelf in GB. In October 2002, Five Alive was re-launched with a new shaped pack. The 250ml carton now has a unique octagonal shape making it easier to hold and has a peel back foil for easy drinking. It is known as the Tetra Prisma pack. The 500ml Coca-Cola plastic (PET) bottle is a great success, combining the powerful shape of the Original Glass bottle with a revolutionary new light-weight pack......and combining classic with contemporary, the famous Original Glass bottle returned to Great Britain in 1997 for the first time in a 330ml serving. Fanta Bottle In April 2002, Fanta introduced its own specially designed plastic PET bottle with a unique embossed grip giving it a fun and modern bubble effect. Then in October 2002, Fanta launched the same distinctive curvy design in a 330ml glass bottle in pubs and bars. The glass bottle is decorated with a vibrant and colourful pressure-sensitive label.

15 Coca-Cola has a long-standing heritage of supporting sport ranging from grass-roots programmes to global sporting events Coca-Cola and sports are a natural fit. Coca-Cola strives to be everywhere people gather for fun, enjoyment and good times all of the things that make sports popular for so many fans around the world. Football In England and Scotland, Coca-Cola has earned its place in the fabric of football, through its history of support of Football Associations, grass roots and school development programmes, and Coca-Cola Cups. Hundreds of thousands of young hopefuls have learned their first skills through the Football Development Programme, which Coca-Cola sponsored from , helping them to develop the essential values of good behaviour and fair play. In 2002 Coca-Cola joined with the English Schools Footbal Association (ESFA) to launch the U13 Coca-Cola National Schools Cup the biggest national schools tournament in the country for under 13 boys and girls teams. While in Scotland the Coca-Cola 7 s U13 competitions give boys and girls the dream opportunity to play at the famous Hampden ground. In 2001 Coca-Cola further strengthened its support of top level English domestic football in the signing of a three year deal to sponsor ITV1 s The Premiership weekly football highlights programme, showing some of the best football action on television. WORLDWIDE In Wales, where Rugby is the national sport, Coca-Cola sponsors the Welsh Rugby Union offering support to the game at all levels from the Dragon s Trust (Youth Development Section of the Welsh Rugby Union) through to the national team. Internationally Coca-Cola has sponsored every FIFA World Cup tournament since 1978, has maintained an unbroken presence at every Olympic Games since 1928 and sponsors the UEFA European Championships, the World Championships in Athletics and the Rugby World Cup.

16 Sprite Urban Games Sprite Urban Games is GB s leading celebration of urban street culture and is in its fifth year. The event, which takes place on Clapham Common in London, invites seasoned skate fans and the skate curious, to express themselves through a variety of street disciplines, including skateboarding, BMXing, aerosol art and breakdancing. In 2002, the event attracted the largest ever crowd of 25,000. Wimbledon Coca-Cola has been associated with The Lawn Tennis Association Championships at Wimbledon since In 1996 diet Coke announced an exciting five year partnership as the official Carbonated Soft Drink for The Championships supported by advertising, PR and promotional campaigns. Since 2001, Coca-Cola continues to be the official supplier to The Championships. Powerade Powerade has sponsored a number of leading sports people who are at the top of their game and demonstrate real passion for their chosen sport, for example Liverpool and England football player, Steven Gerrard and England Rugby player, Jason Robinson. Powerade is also the official sports drink for a number of sports teams and clubs including Scottish Rugby Union, Sale Sharks RFC and Rangers FC.

17 Wherever Coca-Cola does business we strive to be trusted partners and good citizens We are committed to managing our business with a consistent set of values honesty, integrity, diversity, quality, respect, responsibility and accountability. That is the essence of the Coca-Cola Promise to benefit and refresh everyone that is touched by our business. COMMUNITY We aim to achieve this through four principle areas of citizenship in the: Community Workplace Environment Marketplace The Coca-Cola Valued Youth programme is an initiative cross-age reading/tutoring scheme which enables secondary school students to reflect upon their own learning and make choices and changes towards a more positive future. The initiative helps to build young people s self-confidence and esteem by training them to tutor primary pupils and help them to enjoy reading over the course of the year. As part of the Company s global three year partnership with Warner Brothers Harry Potter films which commenced in 2001, Coca-Cola will be bringing an extra benefit to the young people participating in Valued Youth. In recognition of their achievements, Coca-Cola will enable them to donate 300,000 books of their choice to a local school or community library during this period. The mission of Coca-Cola Great Britain is to help young people to achieve their personal best, and we aim to achieve this through three key strategies supporting education, encouraging physical activity and improving the environment.

18 The Coca-Cola Youth Foundation Coca-Cola Great Britain established The Coca-Cola Youth Foundation in The Foundation is fully funded by the Company and its primary focus is to provide a positive contribution to the development of youngsters, mainly teenagers, through education, physical, cultural or artistic pursuits. Coca-Cola Great Britain has supported a variety of organisations including the following: Special Olympics GB supported since Special Olympics enables people with a learning disability to acquire, through sport, the confidence and social & life skills that will help their inclusion in society. Variety Club supported since The Variety Club Children's Charity exists to improve the quality of life for sick, disabled and disadvantaged young people throughout the country. Outward Bound Trust supported since Outward Bound Trust enables disadvantaged young people to have access to safe adventure experiences inspiring them to fulfil their potential through challenging outdoor activity. The Per Cent Club Local Community Coca-Cola Great Britain is also committed to being an active citizen in the local community where our office is based in the Hammersmith and Fulham Borough, London by supporting a number of environment, sports and arts initiatives. Coca-Cola Great Britain has been a member of Business in the Community (BITC) since 1988 and is a member of The Per Cent Club, a group of leading national and international companies that are committed to making a significant contribution to the communities in which they operate. To qualify for membership, businesses must contribute not less than 0.5% of pre-tax profits to the community.

19 Coca-Cola Great Britain believes that responsible stewardship of the environment is a top priority ENVIRONMENT Our approach to environmental issues is guided by a simple principle: we will conduct our business in ways that protect, preserve and enhance the environment. In particular we focus our efforts on four key environmental areas water, energy efficiency, anti-litter and internal environment management. In Great Britain in particular we concentrate our environmental efforts on those areas particularly relevant to the soft drinks industry, namely litter and recycling. Sweeper Zone In particular Coca-Cola Great Britain has developed with ENCAMS an exciting new football based community initiative called Sweeper Zone. The programme encourages fans and the community to take pride in their local environment by creating a physically marked zone around a football stadium called the Sweeper Zone. The programme has received support from Rt Hon Michael Meacher MP and the Football Association. Litter We have always recognised litter to be a behavioural problem, and are committed to helping to alleviate the total problem as well as addressing specific litter issues. All our packaging carries the Tidyman symbol. ENCAMS Since 1965 Coca-Cola Great Britain has supported ENCAMS, formerly known as the Tidy Britain Group. We were proud to receive, in 1992, the Group s prestigious Queen Mother s Birthday Awards Trophy in recognition of our efforts over the previous decade. Our support has included:- People and Places which supports local authorities in their efforts to keep the environment clean. The National Spring Clean initiative, recently renamed Just Bin It which takes place each April and involves schools, business organisations and local authorities tidying-up local grot spots. Liverpool FC and Liverpool City Council support Sweeper Zone

20 Recycling All the packages for the products of Coca-Cola Great Britain are capable of being recycled. In this country, our consumers have shown a preference for convenient, non-refillable packages, which, provided adequate collecting and recycling facilities exist, are equally as environmentally friendly as refillable packages. Coca-Cola Great Britain was the first major sponsor of Save-a-Can, which, operating on a national basis, collects cans of both steel and aluminium, irrespective of their use. INCPEN Coca-Cola Great Britain was the founder of the Industry Council for Packaging and the Environment (INCPEN) in The main purpose of the Council is to promote environmentally responsible and cost effective policies on packaging. Coca-Cola Great Britain has co-sponsored a variety of school education materials produced by INCPEN. ekosystem is an internal framework for successfully managing our environmental performance worldwide. Examples of our commitment are to: Ensure that we use recycled material, including in all stationery, whenever possible throughout the system. Establish systems within our offices for the collection of all used cans and plastic cups, stationery and laser print cartridges for delivery into recognised recycling systems. WORKPLACE Our policies are designed to provide an excellent working environment and to be responsive to employee concerns. Examples of key activities and policies include an employee representative group, a continuous learning development programme and the code of business conduct. MARKETPLACE People have been enjoying Coca-Cola all over the world for more than 115 years. Adopting a balanced diet and an active lifestyle are important steps in attaining good health. Water is vital for life and we need to consume at least 2 litres of fluid every day. Soft drinks contain up to 95% water and are one way of ensuring we get enough fluids. We offer a variety of beverage choices and encourage physical activity through significant community programmes. We have a long-standing policy of not advertising carbonated soft drinks to children under 12.