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Coca-Cola/Albertsons/Minute Maid
Half Million Books Donation
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Issue(s)
Coca-Cola Bottling Company of North Texas works closely with its retailers to build good relationships and create win-win partnerships. Albertsons is one of the largest grocery store chains in the United States and is one of Coca-Cola's biggest partners nationwide. They work together to not just increase profits on both sides but also to aid the community where they work and live. Albertsons, Coca-Cola and Minute Maid committed to give away half-a-million books across the county in 2002 via Albertsons and Jewel-Osco retail locations. Each location gave 100 books to three schools in their community.
The Coca-Cola Bottling Company of North Texas and local Albertsons partnered together to host a kick-off event in the Dallas/ Fort Worth area. They choose a local school and invited celebrity readers to read to children in the library at the school. At the end of the program, company officials presented the school with new books for its library.
Insight
Coca-Cola's two main goals were to increase its display space in local Albertsons locations and gain media exposure for both companies. This program allowed Coca-Cola to support Albertsons' outreach programs and create a partnership that would allow Coca-Cola to stand out from other suppliers. Albertsons and Coca-Cola created point-of-sale displays advertising for the program. This increased Coca-Cola's display space and helped local sales. From a media perspective, Susan Jacobs, Inc. was tasked to create an event that would highlight not only the partnership, but the book program locally. Working with the Fort Worth branch of the Coca-Cola Bottling Company of North Texas, a local school was selected to host a media event. This school was in a community that could greatly benefit from the donation.
Expertise
Susan Jacobs, Inc. helped Albertsons and Coca-Cola create an event that would highlight the good work they were doing in the community and create visual images for the media above and beyond the usual "talking heads." By hosting the event at a school, we already had a great backdrop that set the scene for the event. We invited celebrity readers to engage the kids and provide newsworthiness and credibility to the event. Fort Worth Mayor Kenneth Barr read to the children as did local athletes and celebrities and employees of Albertsons and Coca-Cola.
Impact
Several news stations came out and covered the event resulting in good media coverage. The visuals from the event included Coca-Cola, Albertsons and Minute Maid logos on banners as well as great shots of the celebrity readers and the kids drinking Coca-Cola products. Photos were taken at the event and then distributed to local community papers reaching a target demographic that might have been missed through other coverage. Coca-Cola's participation and efforts let the community know that the Company is out and active in its area. The overall goal is to build good will and a good brand image locally as well as nationally.
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