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

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. Excerpt UVA-BC-0262 Dec. 21, 2015 Sustainability at The Coca-Cola Company in a New Era of Brand Building I'm convinced that some of the most important business breakthroughs will be sustainability innovations. That's where I believe the action will be—and where we're moving at Coca-Cola. —Muhtar Kent, CEO and Chairman Where we are going is further embedding sustainability across our business. . . .