Coca-Cola Hungary - COVID-19-related Campaign of the Year

Company: Coca-Cola Hungary, Dunaharaszti, Hungary
Entry Submitted By: Noguchi & Peters Kft
Company Description: The Coca-Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company’s purpose is to refresh the world and make a difference. Our portfolio of brands includes Coca-Cola, Sprite, Fanta, other sparkling soft drinks, hydration, sports, coffee and tea brands as well as nutrition, juice, dairy and plant-based beverage brands.
Nomination Category: COVID-19 Response Categories
Nomination Sub Category: Communications or PR Campaign of the Year - COVID-19-related Information

Nomination Title: From Ad To Aid - Coca-Cola Hungary channels all public communications resources to COVID information and relief

In March 2020, the COVID-19 pandemic hit Hungary, and our lives turned upside down. The epidemic had an immediate effect: first among those already disadvantaged, putting many for the first time in a really difficult situation. As one of the most well-known brands in the world, Hungary's leading soft drink company, Coca-Cola wanted to help those in need and to support the wider society in the unknown, frightening situation.

Coca-Cola Hungary and the Hungarian Red Cross had been strategic partners for over ten years, and the charity was at the forefront of supporting various communities since the outbreak. So Coca-Cola joined forces with them again.

At the beginning of April, we globally stopped all our commercial communication activities. In Hungary we went even one step forwardand offered all our advertising surfaces and social media channels to the Hungarian Red Cross, so that the most important messages for the public about staying at home, staying physically and mentally healthy, donating blood and supporting the elderly reach as many people as possible. We also prepared communications materials that help spread the messages, and we devoted the entire human resources of both our staff and agencies to this cause for nearly 3 months.

We launched a series of articles entitled ‘Everyday Heroes’ on our website, social media channels and media partners’ portals, presenting the lives of Red Cross staff and their devoted efforts.We made TV spots and videos with influencers about ways we can support the elderly.We created posters with the message “Where would you like to go?”, and by placing them in the stairways, young people could offer help to the elderly residents in shopping or other activities.

In addition, we delivered beverages to the Food Bank, the Hungarian Interchurch Aid , and 21 healthcare institutions. In 3 months, nearly 16,000 people received 70,000 bottles of product donations. All in all, Coca-Cola Hungary provided nearly HUF 165 million in assistance in the first phase of the epidemic.