1. challenge
racial
prejudiceHelp people examine
themselves and see
that there is good in
everyone.
9Principles
ofWork
thatMatter
1
2
4
6
7
9
8
5
AspresentedbyThe
Coca-ColaCompany’s
JonathanMildenhall,
VicePresident,
GlobalAdvertising
StrategyandContent
Excellenceand
IvanPollard,Vice-
President,Global
Connections.
Don’tbe
SeriousAll the time
You can take a much
lighter look and still
be effective.
be
stubbornly
OptimisticPollard said
Coke “likes to
help you say,
‘Yes,’ in the face
of ‘No.’”
Givepeople
Reasontobelieve
Allow the brand
to be a source of
hope.
Defy
gender
StereotypesThat was part of the
charm of the famous
“Diet Coke Break” ads,
which, when first aired
in the mid-1990’s.
Promote
Real-world
Stories
Mildenhall said it
elegantly: “Brands must
behave well inside the
communities they serve
and engage in actions
that genuinely improve
that community’s
well-being.”
TakeASocial
Stand
No matter the size or
the category, every
brand should address
a social issue in a way
that is relevant.
Rememberthegreater
good
“What unites the
human race,” Pollard
said, “is far stronger
than what divides
us. But, the cultural
tensions that divide us
have not gone away.”
straddle
BordersBring people together
across what seems to be
impenetrable borders.
3