A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.

1. INSIDE COCA-COLA’S ARCTIC HOME
CAMPAIGN
Peter Callaro, The Coca-Cola Company

2. Classified - Internal use TVC_Home.mov

3. Pete Callaro
The Coca-Cola Company
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4. supporting worthy causes
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5. sustainability mindset
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6. partnership built on
shared value
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7. the last ice area
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8. brand equity
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9. our inspiration
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10. a bold gesture
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11. Project White
• Leverage Coke’s scale to create awareness of the polar bear’s
plight and generate public funding for its protection.
• Help World Wildlife Fund establish an Arctic Polar Bear refuge.
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12. a singular message
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13. a simple call to action
TV5BNKF
V4B76W5
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14. true integration
PUBLIC MCR
RELATIONS
PRINT PACKAGING
SOCIAL RETAIL
TELEVISION OOH
CINEMA
RADIO
EXPERIENTIAL
DIGITAL
MOBILE
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15. focus on retail
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16. unprecedented
in-store activation
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17. targeted print
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18. paid digital
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19. paid digital
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20. paid digital
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21. immersive experiences
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22. key to authenticity
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23. Classified - Internal use TVC_Sense.mov

24. the results
ADVOCACY & SHARED VALUE
ECONOMIC
VALUE
ENGAGEMENT
VALUE
SOCIAL
VALUE
+0.6
+0.9
SHARE
(DEC.
‘11)
TEENS
FAVORITE
BRAND
583k
$1.795MM*
(DEC.
‘11
3MMT
EXPRESSIONS
VS
PY)
>380MM
U.S.
&
Canada
+1.0
EARNED
Consumer
MOMS
FAVORITE
BRAND
(JAN
‘12
3MMT
>85
CUSTOMER
IMPRESSIONS
3.1MM
VS
PY)
PROGRAMS
SITE
(Strongest
VISITS
Take-­‐rate)
1.4B
+9%
PAID
+
2.1
IMPRESSIONS
DISPLAYS
VS.
YAGO
(LAUNCH
THROUGH
DEC
WK
5,
‘11)
GENERAL
OPINION
OF
TCCC
(B3
DEC.
‘11
CS
PY)
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25. thank you
T H E M O R E YO U T E X T, T H E M O R E YO U C A N P ROT EC T.
Text Coca-Cola package codes to donate. ArcticHome.com
Standard text and data rates may apply. Limit of 5 text donations per billing cycle. Text by 3/15/12 to donate $1 to WWF. ©2011 The Coca-Cola Company.
Standard text and data rates may apply. Limit of 5 text donations per billing cycle. Text by 3/15/12 to donate $1 to WWF and Coca-Cola will match, up to $1,000,000. ©2011 The Coca-Cola Company.
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26. Classified - Internal use Brothers-50sec.mov