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  • Could Coca-Cola help bring cleaner, safer water to China?
  • Could Coca-Cola help bring cleaner, safer water to China?
    The Mirror (2014) ©
CASE STUDY

Coke’s Pure Joy: clean water for China

As young people in China speak out against social and environmental issues, Coke has stepped in with charitable water brand ‘Chun Yue’, targeting socially conscious Millennials. But is this just a CSR project, or has Coke found a new niche for bottled water in China?

Location Central - East Asia / North America

Scope
At its worst, Beijing’s notorious smog-filled skies can drop the visibility to 30 feet. Traffic slows to a crawl, skyscrapers extend into a brown-grey haze, and kids can’t even kick a football in the park. And with most people confined to their homes, those that have to venture outside wear face masks, giving the city an eerie apocalyptic atmosphere. As young people in China begin to speak out against social and environmental issues around them, Coke has stepped in with a new charitable water brand called ‘Chun Yue’ – translated as Pure Joy. And with messages of sustainability, Coke ...

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