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 an underserved community initiative.

Challenge
Despite positive brand perception, Coca-Cola faces increased competition, changing consumer preferences, and expectations of greater community involvement in its hometown of Atlanta.

Refresh ATL.
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 provides access to fluids across underserved Atlanta communities, in electric vehicles dubbed Mobile Refresh Stations.

Refresh ATL is powered by three funding sources:

  1. The Coca‑Cola Foundation – Coca-Cola’s philanthropic arm, dedicated to supporting transformative community initiatives that tackle local challenges.

  2. In-stadium purchase round-ups – Fans can opt to round up their purchases, with proceeds directly supporting the program.

  3. QR code donations – Accessible throughout event spaces, allowing for easy, in-the-moment contributions from attendees.

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 are designed to engage two core communities:

  1. Gen Z Futbol Fans (~96M): Socially conscious, culturally fluent, and highly engaged—this group expects brands to do good while showing up authentically in their world.

  2. Global FIFA Fans (~410M): Passionate supporters of the game with high brand visibility during tournament moments—offering scale and emotional connection through sport.

Target Audience.

Refresh ATL supports three underserved communities in Atlanta:

  1. Unhoused & Displaced Individuals (~4.5K): Those most vulnerable to water insecurity and infrastructure breakdowns.

  2. College Students (~58K): A mobile, cost-sensitive group often overlooked in basic needs access.

  3. Local Families & Residents (~564K): Everyday Atlantans in under-resourced neighborhoods impacted by aging infrastructure.

Impacted Audience.

To maximize impact and strengthen brand affinity, Coca-Cola would partner with local organizations, universities, and shelters to host community activations in the lead-up to the World Cup—driving awareness, engagement, and meaningful participation.

Community Involvement.

People Matter.

Coca-Cola positively impacts 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. Including their north star, the number of 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 to 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 to stick to its core values and positively impact its hometown when support is most needed.