challengeracial

prejudiceHelp people examine themselves and see that there is good in everyone.

9 PrinciPles of Work that Matter

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As presented by the cocA-colA compAny’s jonAthAn mildenhAll, Vice president, GlobAl AdVertisinG strAteGy And content excellence And iVAn pollArd, Vice-president, GlobAl connections.

don’t beseriousall the timeYou can take a much lighter look and still be effective.

be stubbornlyoptimisticPollard said Coke “likes to help you say, ‘Yes,’ in the face of ‘No.’”

GiVe peoplereAson tobelieveAllow the brand to be a source of hope.

DefygenDer

stereotypesThat was part of the charm of the famous “Diet Coke Break” ads, which, when first aired in the mid-1990’s.

Promote

reAl-worldstoriesMildenhall said it elegantly: “Brands must behave well inside the communities they serve and engage in actions that genuinely improve that community’s well-being.”

tAke ASocialStanDNo matter the size or the category, every brand should address a social issue in a way that is relevant.

remember the greatergooD“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.

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