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Global Compact International Yearbook 2013
The strategy of Coca-Cola Germany is
not geared toward individual sustain-
able products but toward the entire pro-
duction and distribution process for all
products. In this connection, goals have
been defined in seven fields of sustain-
ability. With a view toward a balanced
diet, the company offers more than 70
products in all segments of non-alcoholic
beverages – from soft drinks such as
sports drinks, iced teas, juices, and juice
spritzers to several types of water. For all
soft drinks, iced teas, and sports drinks,
there is always a sugar-free and calorie-
free alternative. Transparent product
information on the label ensures that
consumers can obtain comprehensive
information to make the right purchas-
ing choice.
At the same time, Coca-Cola has commit-
ted itself to responsible marketing and
sales and has this audited externally: We
respect the role of parents and the school
in the education of children. Therefore,
we do not target any advertising to chil-
dren below the age of 12 and consider
schools to be advertising-free zones. In
concrete terms, this means that: no ad-
vertising is inserted inmedia that targets
more than 35 percent of children below
the age of 12; no beverages are sold in
primary schools; in secondary schools,
products from at least three beverage
categories are offered, including one that
is calorie-free; and vending machines
are designed in a brand-neutral manner.
Coca-Cola Germany also promotes active
lifestyles on a day-to-day basis through
“
Mission Olympic –Wanted: Germany’s
most active city,” which is an initia-
tive for urban citizens to make private
commitments to engage in more physi-
cal activity. Coca-Cola has set itself the
goal of producing in a water-neutral
manner by 2020. With the Water Saver
Program, developed together withWWF,
water consumption in the production
process is being continuously reduced.
Processed water is treated and fed back
into the water circuit in such a way that
it corresponds to natural conditions to
protect the fish.
Combining Sustainability
with Happiness
Coca-Cola Deutschland
By Uwe Kleinert, Coca-Cola Deutschland
Coca-Cola has been operating in Germany for more than 80 years and was named the world’s
most valuable brand yet again in 2012 by Interbrand. Consumers increasingly expect the manu-
facturers of their favorite brands to operate in an ecologically, socially, and economically re-
sponsible manner in order to protect the natural resources of society – today and in the future.
In 2011 Coca-Cola Germany was presented with the Silver Award for Sustainable Manufacturer
by Die Verbraucher Initiative e.V. (consumer initiative association).