Coke to uncork humane face via 'Drops of Joy'

MUMBAI/NEW DELHI: Amidst adverse publicity around pesticides, ground water depletion and health concerns around its core brands, Coca-Cola India is pumping big money in a massive corporate campaign — Drops of Joy — that will project a more human and community-engaged face of the organisation.

The move is part of a global campaign, led by chairman & CEO Neville Isdell, which commenced early this year to project the corporate brand, Coca-Cola, as a total beverage solutions company and not merely a cola and carbonated soft-drink maker. The India-focused corporate campaign is due for release by September end.

Sources said the company is taking seriously studies that reveal a strong link between corporate social responsibility (CSR) and profitability. Earlier this month, Coca-Cola Enterprises (CCE) published Continuing Our Journey, the company’s corporate responsibility & sustainability report for 2006.

Though CCE, Coca-Cola Company’s biggest bottler for North Amercia and parts of Europe, does not operate in India, the report nonetheless flags off social and environmental concerns around its parent’s business in India and Columbia as one of the major issues with the company stakeholders. Coca-Cola Company recently pledged $20 million with the World Wildlife Fund to help conserve seven big river basins across the world, but did not include India.

“In our bid to further strengthen the communication to different stakeholders, the company is in the process of putting together a corporate advertising campaign. These discussions are at a formative stage and we are looking at various options to make this communication exercise effective and robust,” A Coca-Cola India spokesperson said.

Consumers being the biggest stakeholders of the company, Coca-Cola wants to project the company as a socially responsible organisation. The campaign will showcase the company’s efforts in community development programmes such as helping differently-abled people.

Coca-Cola India is also bolstering its growth strategy with a host of relatively healthier options. In a clear shift towards sports drinks, juices, energy drinks and water, the company has launched Cadbury Schweppes water and Minute Maid, pulpy orange juice, and will soon launch Bonaqua, its second bottled water brand after Kinley in India,. “It is a bit similar to Tata Steel’s campaign that said ‘We Also Make Steel’.

We are offering several more options to the consumer besides cola,” according to a source close to the developments at Coca-Cola India. Food companies are taking seriously consumer angst over their attitude and social responsibilities and using their spending power to display better ethical standards.

With consumers identifying brands like Coca-Cola and Sprite as junk food and schools getting tough on the junk food industry, campaigns to promote healthy lifestyles are gathering speed. “The worry within the company globally is that its products, perceived as junk food by many, may face ban.

The option for Coca-Cola is to make its existing products healthier or diversify. Globally, Coca-Cola is focussing on diet and health-related beverages.” Recently, the company bought vitamin-enriched water maker, Energy Brands, for $4.1-billion.