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THE COCA-COLA COMPANY

How could we identify meaningful partnerships that multiply the impact of The Coca-Cola Company brands in line their purpose?

Historically, many brands have been attracted to collaborating with The Coca-Cola Company brands through partnership agreements capable of amplifying awareness and mutually transferring attributes. However, the marketing team lacked a tool that would allow them to more meaningfully decide which partnerships were truly transformational for each brand.

REFRAME

In order to design a new work process, we had to reframe the concept of what a meaningful partnership means today. Beyond a win-win logic between companies, we discovered that the true value of a partnership arises when it also generates a third impact: that of the people it’s aimed at.

From a humanistic point of view, we went from seeking transactional agreements to establishing connections to what really matters to people. Embracing this complexity allowed us to elevate purpose as a compass for identifying partnerships with more coherence and potential for shared impact.

UNCOVER

The question is no longer what we each have to gain, but what we can offer together that we could not offer separately. What new meaning we are able to build as a partnership that opens up new opportunities for those around us.

From this new perspective, we designed a practical but also inspiring guide to identify strategic partners aligned with the soul and purpose of each of The Coca-Cola Company brands.

Thus, The Coca-Cola Company stopped viewing partnerships as a simple marketing resource, but rather as shared and real potential for transformation. Today, each partnership is understood as a renewed way of thinking, acting and growing. A lever to decide with more clarity and commitment, and a vehicle to grow by growing.
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MADRID
Calle Alfonso XII 36, 5 dcha
28014 Madrid
+34 913 688 249
holamadrid@the-picnic.com

BUENOS AIRES
La Pampa 1391, 5, oficina 5.1
Buenos Aires
holaba@the-picnic.com
LINKEDIN
Picnic-Hormiga
© PICNIC EXPERIENCE · All rights reserved — Legal
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