Case Study: Coca-Cola
Talent from Trash
As part of its partnership with the Football League, 'Coca-Cola' ran a recycling
project called 'Talent from Trash' in September to December 2007. This was the
first 'Coca-Cola' programme which leveraged the appeal of football to
incentivise
consumers to recycle more while reinforcing the brand's heritage of supporting
the grassroots of the game.
The aim of the scheme was to convert a general awareness of recycling among
football fans
into real behavioural change and demonstrate a shift in attitudes
among this hard to reach group.
'Coca-Cola' developed a tailored through the
line
communications programme for each participating club, including a bespoke
Talent
from Trash website, and measured the number of fan pledges via the site to
recycle more and gain money for their club's youth development programmes.
Working in partnership with Local Authorities, 'Coca-Cola' measured the total
increase in house recycling tonnage in participating areas over the period of
the
programme, compared to the same period in 2006, aiming for 4% above forecast
trends.
The programme resulted in an average increase of 5.1% in recycling tonnages in
each area, with four out of the 13 clubs achieving over 10% and two over 20%.
More than 235,000 online pledges were made over the 12 weeks.
Clubs earned
money
for their youth development programmes dependent on the number of fan pledges
and
the uplift in the recycling rate in their area. On average, each club earned
£4,815, with top-performing Brentford FC earning £23k.
Winner of 2008 Community Partnership Awards: Culture, Media and Sport Category
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Coca-Cola English Schools Cup: 2003/2004 season
During the 2003/2004 season, the Coca-Cola English Schools Cup encouraged 40,000
players from over 2,600 schools to play 20,000 hours of football.
Europe's largest schools football tournament, which has been running since
2002/2003, gives 12-13 year old boys and girls the opportunity to get active in
a
sport they enjoy with the thrill of playing regional finals, semi finals and
finals in Football League and Premiership Stadia across the country.
Coca-Cola has been a long term supporter of football at all levels, from
grassroots to the World Cup for over 30 years, with its commitment to domestic
football having been recently cemented through its sponsorship of The Coca-Cola
Football League.
By supporting schools football and providing unique and
aspirational
football experiences, Coca-Cola is encouraging pupil's participation in
group
sporting activities as well as making dreams come true for young
footballing
talent.
Winner of 2005 Community Partnership Awards: Culture, Media and Sport Category
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More Information
FDF has published a booklet called Working in the Community: the food industry in action
(pdf, 1.2Mb) . This publication features a range of company case studies and
Community
Partnership Award winners demonstrating how our members are forging
links
with
their local communities and consumers.
Last reviewed: 14 Oct 2008