This video shows where Coca-Cola were in May 2008 when the ColaLife campaign was started. It was made by Neville Isdell the then Chairman and CEO of Coca-Cola. Interestingly, Neville started his career with Coca-Cola in Zambia which is where the ColaLife idea was born more than 20 years ago.
I think they have come a long way since this statement but let’s see what they say at the Business Fights Poverty event on 21 April 2008. Yes, this statement already recognises the importance of nurturing local entrepreneurship to create local jobs and wealth. Yes, it recognises that the model of local ‘Manual Distribution Centres’ also gives a test-bed for training initiatives. But can Coca-Cola be among the first corporations to make to leap to integrate the distribution of ‘social products’ within commercial distribution networks? Arguably, this could make a huge impact on health issues in a short timescale. Coca-Cola will have to shift quite a way to take on this additional paradigm shift, but I think they can do it!
What do you think of this statement? To many people it will sound like ‘business as usual’: of course Coca-Cola want to expand their distribution network – why wouldn’t they? On the other hand, if they do something radical, like embrace the ColaLife idea, test it and roll it out worldwide, then that would be different.