In partnership with local nonprofit organizations, Coca-Cola’s Coletivo initiative in Brazil boosted the marketability of low-income youth while strengthening the company’s retail distribution channels and brand strength.
Coca-Cola recognized that skills-development and marketability were major social issues among its target audience. The company wanted to engage with the communities it served while increasing sales and improving its brand visibility.
Coca-Cola teamed up with local NGOs to establish Coletivo, an education initiative that improves young people’s retail, business, and entrepreneurial skills. Coletivo benefits Coca-Cola by increasing sales and helping the company reach diverse consumers.
Source: Porter, Michael, et al. Measuring Shared Value How to Unlock Value by Linking Social and Business Results. p. 5-6.