REFRESH ATL

Turn World Cup excitement into hometown impact by providing essential fluids to Atlanta's underserved communities.

Reinforce positive brand perception and loyalty while impacting the community.

Ask
Improve brand image through underserved community initiative.

Challenge
Despite positive brand perception, Coca-Cola faces increased competition, changing consumer preferences, and expectations for greater community involvement in it’s home town of Atlanta.

Refresh the world.
Make a difference.

Insight
1. While large sporting events bring global popularity to host cities, it strains local services and displaces vulnerable communities

2. Aging pipe infrastructure across Atlanta cause main breaks and leave residents without safe drinking water

3. Local activists often cite the stark contrast between Coca-Cola's profits and the economic disparities in the same Atlanta neighborhoods in which they operate

Strategy
Leverage Coca-Cola's corporate commitment to social responsibility and partnership with the FIFA World Cup to launch Refresh ATL. A social impact initiative that uses electric vehicles dubbed Mobile Refresh Stations, to provide access to fluids across underserved Atlanta communities. With an opportunity to scale to other host cities through the warm summer months of events.

Refresh ATL uses three sources of funding.

  1. The Coca‑Cola Foundation*

  2. In-stadium purchase roundups

  3. QR Code Donations

*Coca-Cola’s philanthropic arm. Their mission is to make a difference in communities by investing in transformative ideas that help address challenges.

The budget.

Fan led
community intiative.

Refresh ATL is grounded in purpose and people.
From the funding to the fans it reaches and the communities it impacts.

Creative and messaging reach two core groups.

  1. Gen Z Futbol Fans | ~96M

  2. FIFA Fans | ~410M

Target Audience.

The campaign serves three core Atlanta communities.

  1. Displaced, Low-Income Unhoused Individuals | ~4.5K

  2. College Students | ~58K

  3. Local Families and Residents | ~564K

Impacted Audience.

To further deepen brand affinity, Coca-Cola would host activations to raise awareness and encourage participation in lead up to the World Cup. Additionally, collaborate with local organizations, universities, and shelters to maximize outreach and ensure the community's needs are met.

Community Involvement.

People matter.

Coca-Cola shines bright by positively impacting lives through 50 mobile refresh stations, reaching 3 communities, including 9 schools, across 11 neighborhoods.

    • 100% Mobile Stations

    • 100% Electric Vehicles

    • 100% Recyclable Packaging

    • Displaced, low-income unhoused individuals

    • College Students

    • Greater Downtown Atlanta Residents

    • Grady High School

    • Mays High School

    • Douglas High School

    • Washington High School

    • Carver High School

    • Georgia State University

    • Clark Atlanta University

    • Morehouse College

    • Spelman College

    • University Center

    • Vine City

    • Mechanicsville

    • Adair Park

    • Five Points

    • Castleberry Hill

    • Downtown

    • Sweet Auburn

    • West End

    • Peoplestown

    • Summerhill

The Metrics.

The numbers Coca-Cola would follow, with including their north star, people served.

People Served

Fluids Distributed

Number of Volunteers

Volunteer Hours

Media Impressions

Consumer Sentiment

Market Share

Stadium Donations

Revenue.

Coca-Cola expects $34,000 in revenue generated from in-stadium round-ups per game to feed back into the refresh stations.

Why it works.

Refresh ATL” is an authentic hometown connection. Atlanta, a host city for FIFA World Cup 2026™, is also home of Coca-Cola HQ and The World of Coca‑Cola Museum. Coupled with Coca-Cola’s aim to grow its beverage business through sustainability initiatives allows Coca-Cola stick to its core values and positively impact its hometown when support is most needed.