Live Positively: A Case for Business Sustainability Pilot in Latin America Going Global, by Marco Simões (Coca-Cola) Latin America, with its growing importance and influence reaching new levels, is the top sales region for The Coca-Cola Company today. The Company has recently refined and implemented a new strategy, the Live Positively sustainability platform, which is based on seven core areas, ranging from environmental to community to market and workplace principles. The pilot, based on a clear and detailed understanding of the interests, concerns and values of the local opinion elites, was so successfully implemented in Latin America that it became the basis for the global launch. Learn more about this regional-going-global success story and how influential members of the media, government and other companies in Latin America measure, evaluate and purchase local and global brands to create a successful business case of your own.

1. THINK LATIN AMERICA
LIVE POSITIVELY: A CASE FOR
BUSINESS SUSTAINABILITY PILOT IN
LATIN AMERICA GOING GLOBAL
MARCO SIMÕES
COCA-COLA BRAZIL

2. POPULATION, MILLION – LATIN AMERICA
597,2
589,9
582,4
575
567,5
555,2
548,3
541,2 TOTAL DIRECT INVESTMENTS
IN BILLION OF DOLLARS
597,2
589,9
582,4
2008 2009 2010 2011 2012 2013 2014 2015 575
567,5
555,2
GDP – PER CAPITA USD – LATIN AMERICA 10.896 548,3
10.001
10.365 541,2
9.663
9.096
8.119 8.374
7.268
2008
9% 2009
8% 2010
13% 2011 6% 20128% 2013
8% 10% 2014
10% 2015
13%
2008 2009 2010 2011 2012 2013 2014 2015

3. LATAM Private Sector Financing

4. Economic activity grew 6% in 2010 compared
to 1.75% drop in 2009.
REAL GDP GROWTH
(Percent change)
LATAM 0,3% 5,6% 5,3% 5,1% 6,1% 4,2% 4,0%
UN: the average Human Development
Index (HDI) for Latin America is 0.704,
reaching High Human Development

5. Global
Operations
Summary

6. 25.5 BILLION UNIT CASES WORLDWIDE
2010 WORLDWIDE UNIT CASE SALES VOLUME
16% 28% 18% 16% 22%
Eurasia & Africa Latin America Pacific Europe North America
Largest Operating
group in volume for 4
UNIT CASE VOLUME GROWTH ALL BEVERAGES consecutive years
2010 vs 2009 growth 5-year compound annual growth
Eurasia & Africa 12% 9%
Europe 0% 3%
Latin America 5% 7%
North America 2% (1%)
Pacific 6% 6%
Worldwide 5% 4%

7. 2010 CONSUMPTION SNAPSHOT
89 servings 675
consumed per 606
person worldwide
in 2010 445
394
318 319
284
254 255 258
236
221 229
193 204
178 179
159 166
139 143 144
125
84 89 94
69 69
54
28 34 40
11 12 13 15

8. The Coca-Cola Company’s billion-dollar brands
15 and Counting

9. For 125 years we continue to grow in tough
economic times and play a leadership role
in driving sustainable, enviromentally
responsible business practices
everywhere we operate.

10. Mission
To refresh the world - in mind, body and spirit.
To inspire moments of optimism - through our brands and actions.
To create value and make a difference everywhere we engage.

11. SUSTAINABILITY IS A GLOBAL TREND
AND A GLOBAL NEED.
Companies increasingly have the role of
promoting a positive difference in the world.

12. LIVE POSITIVELY™ is our commitment to making a
positive difference in the world. We will focus on driving
business growth and creating a more sustainable world.

13. TCCC Commitments
WATER – Be water neutral.
PACKAGING – Recycle 100% of the packaging we use.
CLIMATE – Grow the business not the carbon emission.
COMMUNITIES – Maintain a consistent long-term strategy of
mutual value with NGO’s and stakeholders.
WELL BEING – Enchance health and increase the consumer awareness
about the benefits of each of the beverages we offered.
PORTFOLIO – Have a tailored beverages for every lifestyle and life occasion.
WORKPLACE– Create a high-performance culture that fosters the engagement and well-
being of our people to drive org performance.
• Be a workforce as diverse in thought and people as the market we serve.
• Foster an environment for the System where workplace rights are respected and
upheld.

14. Live Positively Strategy
BE IT
DO IT SAY IT
LEVERAGE COMMUNICATION
LEVERAGE PROOF POINTS
Communicate L+
massively through our
Construction brands
of Proof Points
Engage consumers
BEST BEST BEST
PERFORMANCE PERCEPTION REPUTATION

15. OBJECTIVES AND GOALS
LONG TERM
Spark the potential of
many to make a
SHORT TERM difference in the
Leverage TCCC world
reputation to build
our sustainability
credentials MID TERM
Build relevance for
consumers and
increase their brand
love and consumption

16. COCA-COLA OPINION
KEY ACCOUNTS CONSUMERS
BRAZIL SYSTEM LEADERS
INTEGRATED COMMUNICATION

17. SYSTEM ASSOCIATES
ENGAGING BOTTLERS EMPLOYEES AND THEIR FAMILIES
1.
Communication workshop with bottlers
2.Truck Drive’s Day Launch
3.Optimism’s Day for System 4.Phrase and Drawing Contest with
employees’s children (bottlers)

18. VIDEO

19. SUPPORTING LONG TERM ACCELERATED
GROWTH THROUGH SUSTAINABILITY EFFORTS
OPINION LEADERS
Print Phase 1
ENABLE OPINION LEADERS
Print Phase 2
DETAILING PROOF POINTS

20. CONSUMERS
UNIFIED WEB BASED PLATAFORM OOH PACKAGING
TVC’s: 3 TVC’s ROTATING: BEACHES, SCHOOL & RECYCLING

21. VIDEO

22. L+WEEK – LET’S DO IT TOGETHER
Take part on the “Optmism to Change Week” and
show that the good ones suprass the bad.

23. VIDEO

24. REASONS TO BELIEVE
IN A BETTER WORLD.

25. VIDEO
‘Reasons to Believe’ celebrate the core values of
Coca-Cola: optimism, inclusiveness, leadership,
friendship & responsibility.

26. THANK YOU!