The first decade of the new millennium brought with it an increase in Coca-Cola’s efforts to create a sustainable framework for the future.
In 2009, the company launched Live Positively – a public commitment to making a positive difference in the world by redesigning the way we work and live so that sustainability is part of everything we do. Live Positively includes goals for providing and tailoring drinks for every lifestyle, supporting active, healthy-living programmes, building sustainable communities, reducing and recycling our packaging, cutting our carbon emissions, establishing a sustainable water operation and creating a safe, inclusive work environment for all.
The company has continued to build on existing relationships with global sports events such as FIFA World CupTM, Rugby World CupTM and UEFA EUROTM. It also played a major role in making the London 2012 Olympics the most sustainable Games in history, and will be sponsoring this year's 2016 Olympic Games in Rio, Brazil. Meanwhile, we continue to nurture our affiliation with Special Olympics, which began in 1968.
Coca-Cola has remained dedicated to offering quality drinks for every lifestyle and occasion, marketing those drinks responsibly and providing information that consumers can trust. As of 2008, Coca-Cola could count more than 160 low-calorie and no-calorie drinks in the company’s range, such as Coke Zero and Powerade Zero. In the UK 39% of the drinks sold are now lower or no calorie.
This year we rolled out a global "one brand" marketing strategy and creative campaign, Taste the Feeling. The strategy extends the equity and iconic appeal of Coca-Cola to our lower and no sugar variants, underscoring our commitment to choice.
From the early beginnings when just nine drinks a day were served, Coca-Cola has grown to be the world’s most ubiquitous brand. There are now 1.9 billion servings of Coca-Cola Company products served every day.
We want to keep making everyday moments more special with one of our 400+ brands, and we aim to do it all in a sustainable way that benefits our fans and the communities we operate in.
Revisit earlier chapters in our history:
History of Coca‑Cola: 1886-1892
History of Coca‑Cola: 1893-1904
History of Coca‑Cola: 1905-1918
History of Coca‑Cola: 1919-1940
History of Coca‑Cola: 1941-1959
History of Coca‑Cola: 1960-1981
History of Coca‑Cola: 1982-1989
History of Coca‑Cola: 1990-1999
History of Coca‑Cola: 2000-Now
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- Why the Coca-Cola Archives is Digitizing More than 6,000 Analog Tapes
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- The Coca-Cola Foundation and The Coca-Cola Company Give Back $106 Million in 2016
- Infographic: Giving Back - 2016 Impact