Coca-Cola Consolidated
Six promises on a bottle cap.
Coca-Cola Consolidated wanted its warehouse crews, drivers and frontline teams to see themselves in the brand they move every day. We gave Be, its employee program, an identity built from the bottle cap and the red that everyone there already knows by heart.
Coca-Cola ConsolidatedBottling and distributionCreative direction, campaign development, brand expression
The six promises
- Be supported.
- Be inspired.
- Be rewarded.
- Be developed.
- Be empowered.
- Be connected.
The program is called Be. Its mark is a bottle cap, with the six promises running around the edge.
On the bottle
Uncap your potential.
The campaign line sits on the bottle itself, in the same red ribbon employees see every day.
On film
The program, on film.
A short film introduced Be and its six promises to the people they were written for.
On the wall
One promise per poster.
Posters and pull-up banners give each promise its own face and its own line, like Be Inspired and Be Rewarded.
In the office
Red in the room.
Window graphics and screens bring the program into meeting rooms and shared spaces, written in the company’s own voice.
On the road
The trucks became the message.
As part of the fleet moved to electric vehicles, the red and the ribbon stayed. The sides, doors and even a hang tag talked about a more sustainable future in the brand’s own voice.
All bubbles. No gas.
