A Coca-Cola USA campaign that began as a humble reintroduction has evolved into a community-focused call to action.
This summer, The Coca-Cola Company and its family of 68 independently owned bottlers across the country are inviting young Americans to help deliver a better tomorrow through the “Dear Future [Community] Challenge.”
Through Oct. 15, 18 to 24-year-olds across the U.S. can submit ideas to tackle community-specific challenges at coke.com/dearfuturecommunity. Coca-Cola USA partnered with local bottlers and partners to identify issues that matter to local communities across the country and are grounded in its #CocaColaRenew priorities – from recycling in Boston, to getting women and girls involved in public service in Los Angeles, to helping military veterans transition to civilian careers in Dallas.
Coca-Cola and its local bottlers will team up with Coca-Cola Scholars and community partners to evaluate submissions and award $30,000 grants to 17 change-making ideas. These community leaders will mentor and collaborate with the winners to make their visions a reality by early 2019.
“As we started telling our company’s story more broadly to consumers last fall, we saw an opportunity to work with our local bottlers, associates and partners to go even deeper into the communities where we live and work and inspire great ideas that will help our hometowns thrive,” said Caren Pasquale Seckler, vice president, social commitment, Coca-Cola North America. “We want to write the next chapter of our story together with the young adults who have the energy, optimism and potential to be future leaders in these communities.”
The grassroots challenge pays tribute to the 30th anniversary of The Coca-Cola Scholars program, which has helped transform the lives of more than 6,000 young people through college scholarships that not only recognize academic achievement, but also civic-mindedness. This fall, Coke Scholar alumni will help select the best ideas in the “Dear Future [Community] Challenge,” and Scholars in each market will work with the grant winners to execute their ideas locally.
The “Dear Future [Community] Challenge” will be supported by a new series of TV, print and digital ads highlighting Coke’s diverse beverage portfolio – from ZICO Coconut Water, to Odwalla juice, to smartwater – and showing how the company and its people are making a difference in local communities through a focus on job creation, environmental sustainability, education, disaster relief and more. Learn more.
These spots build on a Coca-Cola storytelling initiative launched last fall to showcase its longstanding – but little-known – commitment to refreshing and strengthening communities through both the drinks it makes and the actions it takes.