Challenge
This work focused on the people behind Coca-Cola Consolidated: warehouse crews, drivers, and the teams who keep the product moving. The challenge was to make a bottler’s employee promises clear and meaningful within a familiar brand.
This work focused on the people behind Coca-Cola Consolidated: warehouse crews, drivers, and the teams who keep the product moving. The challenge was to make a bottler’s employee promises clear and meaningful within a familiar brand.
Role
My work included creative direction, campaign development, and brand expression for the employee program.
My work included creative direction, campaign development, and brand expression for the employee program.
Approach
“Be” organized the program around six promises: supported, inspired, rewarded, developed, empowered, and connected. The bottle cap and signature red linked the program to the brand employees worked with every day, giving each promise a recognizable visual expression.
“Be” organized the program around six promises: supported, inspired, rewarded, developed, empowered, and connected. The bottle cap and signature red linked the program to the brand employees worked with every day, giving each promise a recognizable visual expression.
Outcome
The creative gave the six employee promises a shared identity and a consistent way to be communicated.
The creative gave the six employee promises a shared identity and a consistent way to be communicated.
A greener future begins with our signature red.
As Coca-Cola Consolidated moved part of its fleet to electric vehicles, the trucks themselves became the message. The graphics kept the signature red and ribbon everyone recognizes, then used the trailer sides to talk about clean energy in the brand's own voice, with lines like "All bubbles. No gas." A Refresh, Recycle, Renew badge tied the fleet to the company's larger sustainability commitment.
Let’s make something iconic.
