Coke Goes Green as Thousands Celebrate 125th Birthday
Coke’s 125th Anniversary Concert was more than a traditional birthday celebration. It was an engaging experience that thanked the people, places and partners that had contributed to the company’s success—and it was big, memorable and environmentally friendly.
Themed “Celebrating You,” the event was a family fest in Atlanta’s Centennial Olympic Park with games, face painting, art stations and concessions. Attendees assembled American Red Cross disaster relief kits while awaiting the highlight of the day, a star-studded concert featuring Kelly Clarkson, Ne-Yo, Natasha Bedingfield, K’naan and One Night Only. Two die-hard Coca-Cola fans who had created the brand’s Facebook page (which by then already had 36 million fans) made guest appearances.
More than 16,000 attendees came out to celebrate, including nearly 1,000 VIP media, executives, shareholders, bottlers, dignitaries and artists. An additional 260,000 enjoyed the concert online. Visitors to Facebook, YouTube and the Coca-Cola site hailed from 170 countries, with 34 percent of the traffic coming from outside of the U.S.
The event earned ISES Gold, the highest ranking on the industry’s sustainability scorecard. The company distributed more than 11,500 free MARTA public transportation passes, renewable electricity accounted for 99 percent of the electricity used, and Georgia-grown carbon offsets were purchased for the remaining 22 metric tons of carbon dioxide generated from lodging, travel and shipping.