Coca-Cola Bottling Co. Consolidated
Coca-Cola Bottling Company Consolidated, headquartered in Charlotte, North Carolina, is the largest independent Coca-Cola bottler in the United States. Coke wanted to develop a new multicultural community brand plan for their markets. UMG partnered with Orbital Socket, the lead marketing agency, to create the Hispanic market section of the plan.
The Action Plan
UMG worked alongside Orbital Socket in a supporting role to create a campaign manifesto that communicated how to find their footing in the Hispanic community. With our partnered support, Orbital Socket produced The Coca-Cola Change Makers Project: a marketing campaign centered around the idea of inspiring people to improve their own lives and to make a difference in their communities. The premise of the project was three-fold:
Find Your Footing
Find Your Voice
Find Your Passion
With these three goals in mind, we were able to recommend two main areas of activation, as well as a plan for implementation:
1. Website, Social Media, and Mobile Devices
Develop a web-based, community-focused platform that provides people with access to other like-minded individuals, resources, organizations, and leaders within the community.
2. Living in Community
Participate in local communities in order to experience life together and allow a complete story to be told.
Rollout Plan: We recommended 3 test markets to develop the Coca-Cola Change Makers Project into a turnkey program. Once the format has been solidified, the program can be duplicated and rolled out to the other markets.
“We had the good pleasure of working with Ramon and UMG on a critical project for one of our clients. The insights and perspectives that they brought to the project were pivotal in getting to a very successful outcome for the client. We would have not gotten to that place without them.”
– Greg Johnson of Orbital Socket