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.

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The Challenge

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.

The Solution

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.

The Outcome


Source: Porter, Michael, et al. Measuring Shared Value How to Unlock Value by Linking Social and Business Results. p. 5-6.