Coke pushes green initiative with broader concept

02/24/2008 | Advertising Age (tiered subscription model)

The Coca-Cola Co. is extending its green initiative to include the concept of "sustainable well-being" and will support its plans with a $10 million marketing campaign. "We're thinking of well-being from a mental, physical, community and environmental perspective that encompasses every part of our North American business," a Coca-Cola representative said. "We're using this to talk to all of our stakeholders and show our desire to be a better partner to all of them."

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