9 PrinciPles of Work that Matter

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, At #CAnneslions.

disClosure: CoCA-ColA is An oGilVy & mAther Client

1 strAddle BordersAccording to Mildenhall and Pollard, The Coca-Cola Company has been doing advertising work that promotes social good since 1955. Campaigns from that era, like the famous “Bench” and “Hilltop” ads, may look innocent now but were considered provocative in their day. They brought people together across what seemed to be impenetrable borders.

2 ChAllenGe rACiAl prejudiceThe iconic “Hey, Kid, Catch” ad from 1979 forced viewers to examine their own prejudices by putting a large African-American male, Mean Joe Greene—who had a reputation for being the toughest guy on the football field—next to a young, white boy. It reminded viewers that there is good in everyone.

3 defy GenderstereotypesLook to read the pulse of popular culture and have the nerve to comment on it in a relevant way. That was part of the charm of the famous “Diet Coke Break” ads, which, when first aired in the mid-1990’s, challenged the entrenched roles of men and women. For the first time in advertising a male subject was objectified.

4 be stubbornly optimisticDuring the anguished debate over violence in video games in the late 1990s, Coca-Cola took the crime lord from a game environment and made him a powerful force for good. The Coca-Cola Company, Pollard said, “likes to help you say, ‘Yes,’ in the face of ‘No.’”

5 promote reAl-world storiesCoca-Cola has started to turn the storytelling over to real people doing actual work that matters in the world. The goal? To highlight the company’s core values while supporting local community programs and agendas. Mildenhall said it elegantly: “Brands must behave well inside the communities they serve and engage in actions that genuinely improve that community’s well-being.”

6 GiVe people reAsons to BelieveThere are times when bad news outweighs the good. Mildenhall and Pollard said the company decided during the recent financial crisis to shine a light on optimism and happiness. Coca-Cola looked all over the world for reasons to believe, allowing the brand to be a source of hope.

7 don’t be serious all the timeNot all socially conscious advertising requires a heavy theme or tone. You can take a much lighter look and still be effective.

8 tAke A soCiAl standNo matter the size or the category, every brand should address a social issue in a way that is relevant. For an example, Mildenhall and Pollard pointed to what Fanta has done with promoting the virtues of play.

9 remember the Greater Good“What unites the human race,” Pollard said, “is far stronger that what divides us. But, the cultural tensions that divide us have not gone away.” All over the world opportunities remain for brands to promote greater inclusion, diversity, and equality.