Sustainability initiatives at Coca-Cola Europacific Partners

It’s hard to think of a more well-recognised brand than Coca-Cola, with its bright red packaging contrasted against the white logo. Simple, yet effective.?

First sold as an alternative to alcohol by former Confederate States’ Army veteran and pharmacist John Stith Pemberton, the inimitable soft drink was created in Atlanta, 1892. The drink – and its numerous flavour variations – can now be found across the world in cafes, bars, pubs, hotel mini bars and homes. In fact, Coca-Cola even became the first soft drink to be enjoyed in space aboard the Space Shuttle Challenger in 1985. That same year, the company invented the long-reigning six-pack to help consumers carry more drinks (a tactic quickly picked up by alcoholic beverage competitors).?

Another example of the company’s transformative effect on pop culture and society can be witnessed in the run up to Christmas. Through one of the most enduring marketing campaigns of all time, starting in 1931, Coca-Cola built the modern iteration of Santa Claus – shifting him from the traditional green suit depicted prior to his now-trademark ‘Coca-Cola red’ suit, which was consequently cemented into the annals of history. Over the years, celebrities including Taylor Swift, Kate Moss and Aamir Khan have lent their starpower to promotional campaigns, while a photo of Selena Gomez drinking from a Coke bottle became 2016’s most popular celebrity post.?

Although it has successfully spread all over the globe, Coca-Cola remains banned in two countries: Cuba and North Korea. For such countries, Coca-Cola represents the capitalism of the West and the US’ perceived cultural domination over the rest of the world – both of which certain leaders effusively reject.

For Coca-Cola Europacific Partners Indonesia and Papua New Guinea,?Lucia Karina ?is the Public Affairs, Communication and Sustainability Director. In her role, Karina is passionate about implementing sustainable strategies, utilising green energy and working together with stakeholders to support local communities.

“We embed our sustainability initiatives into all of our activities,” explains Karina. “Not only for the supply chain section, but also on the commercial side. This forward strategy consists of water management, sustainable packaging, the climate, our society and the supply chain. We are also looking at how we can reduce the sugar content in our drinks.”

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