Coca-Cola Great Britain has unveiled a new Counter Cultures campaign, which celebrates the generations of families behind the manufacturing sites and local businesses that help make, distribute and serve Coca-Cola every day.
Building on last year’s Bosses campaign, which recognised the role of independent convenience retailers, Counter Cultures continues to shine a light on the local businesses that continue to create jobs, develop skills and support communities across Great Britain.
The stories of each business involved in the campaign, which will launch on social media channels, and large scale murals in Leeds, Birmingham, Wakefield and Manchester, speak to generations of families who have helped make, distribute and serve Coca-Cola, while also being at the heart of their local communities.
At the centre of the campaign is a hero film, connecting Coca-Cola’s Wakefield manufacturing site with local businesses, tracing the journey from production to the community counters where Coca-Cola products are served.
The move hopes to highlight a growing opportunity for independent retailers, many of whom have traditionally provided practical career pathways and passed skills from one generation to the next.
It also reflects the growing interest in vocational careers among younger people, highlighting the important role retailers continue to play in “developing place-based skills and creating long-term career opportunities,” Coca-Cola said.
Half of adults (50%) believe giving more young people the choice to stay in, or return to, the communities they grew up in would have a positive impact on both local communities and local economies.
Across Great Britain, the Coca-Cola system supports more than 30,000 jobs and works with thousands of independent retailers, hospitality businesses and wholesalers. Producing 97% of the diverse portfolio of Coca-Cola drinks sold in Great Britain, Coca-Cola Europacific Partners (CCEP) supports customers across the country through a dedicated team of 750 field sales representatives, while also investing in future talent through more than 100 apprenticeships, including 65 early-career roles.
An Vermeulen, vice president and general manager at CCEP GB, said: “Strong local communities are the beating heart of Great Britain, and as a company that employs thousands of people who make and deliver our products to customers across the country every day, we’re proud to be a part of that.
“Working with customers in every corner of the country gives us a close connection to the local retailers and other independent businesses where, for generations, people have taken their first steps into the world of work, building skills, confidence and careers and our research brings to life just how important these types of businesses are.”
As part of the initiative, each business involved will receive a five-figure sum to support a local initiative or cause of their choosing, reinforcing Coca-Cola’s commitment to supporting the local causes it serves.
To find out more and to see a new video, click here.
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