Coca-Cola: Global beverage giant brings its 134 years experience to the COVID-19 battle
When the COVID-19 pandemic forced the world into a lockdown in March 2020, political and business leaders across the globe looked startled. The last time the world experienced such a crisis was in 1918 during the outbreak of the Spanish flu.
Government and business organisations, the high- and low-income earners were losing revenue due to the severe effects of the virus. The question – who will save the world in a difficult time when everybody is overwhelmed searched for answers.
To help people affected, health workers on the frontline and nations battling the virus, several corporate organisations stepped up different efforts to fight the spread of the virus and help countries recover.
Global beverage giant, Coca-Cola, also took a bold step as it registered its name on the list of global organisations responding to the fight against COVID-19 pandemic by committing $120 million to support COVID-19 relief efforts across the world. Aside the donation, it also halted all of its commercial advertising and converted the funds towards supporting COVID-19 awareness campaign and sensitising people around the world on the impact of the virus.
“From April and until further notice, we’re putting commercial advertising for Coca-Cola and all our brands on hold. Our focus at this time is to ensure the safety and wellbeing of our people and communities,” Coca-Cola said in a statement in March 2020.
In April, while we were at home socially distancing, Coca-Cola treated us to amazing displays of musical talent with the “One World: Together At Home” – a virtual music concert featuring Africa’s best music artistes. The global initiative organised in partnership with Global Citizen, focused on celebrating health workers on the frontlines across the world and raised funds.
In Nigeria, Coca-Cola System, comprising Coca-Cola Nigeria Limited and the Nigerian Bottling Company (NBC), also etched its name in gold as one of the organisations that holds the interest of the nation and its citizens so dear to its business activities. The company donated thousands of its products to patients and healthcare workers at Isolation and Treatment Centres across Nigeria.
In addition, Coca-Cola also provided funding and other forms of support to help bolster the micro, small and medium enterprises in the retail, hospitality and recycling sectors, who, unarguably have been the worst hit businesses across the world.
Without neglecting homes whose livelihoods have been affected by the pandemic, the beverage company also partnered NGOs and social enterprises, including Givefood.ng in Nigeria, Gift of the Givers in South Africa and National Disaster Management agencies to provide food parcels for vulnerable families.
Coca-Cola’s response to the COVID-19 pandemic confirms that the company is one of the very few organisations that have been through many global crises in its 134 years history.
“Making a positive difference during times of crisis is in our DNA. Going forward, supporting micro and small businesses who are the fabric of our communities and the backbone to Africa’s resilience, will be a key priority for us,” said Bruno Pietracci, President of Africa & Middle East for The Coca-Cola Company.
The contributions of organisations like Coca-Cola, who have shown responsibility in the time of global pandemic, have given the world confidence that with the needed solidarity, the world can conquer and indeed overcome a common enemy.
Coca-Cola was also highlighted on the Neusroom 100 list of people, organisations, nations and things providing the rare support and solidarity the world needs across countries, communities and sectors to defeat the pandemic.
