COP27 was the UN climate change conference that aimed to move from negotiation to implementation – the event website declaring “now is the time for action on the ground.”
So, when Coca-Cola announced (without a hint of humility) that it was sponsoring the event, eyebrows were raised, including our own.
Coca-Cola produces three million metric tons of plastic packaging a year. And during COP27 it was revealed the company has now increased the amount of plastic it uses. Its carbon footprint is 5.49 million metric tonnes of greenhouse gas emissions a year.
Amongst the eyebrows raised, were those of Albert Tucker – a former director of Divine Chocolate and now head of the Karma Foundation.
Funded through the sale of Karma Drinks, the Foundation supports communities in Sierra Leone who grow the cola nut – a key ingredient in Karma Cola.
Across the range, Karma Drinks are almost completely plastic free – it’s possible to do but takes work and a willingness to invest in doing the right thing.
Working quickly, we developed the Good Cop (27), Bad pop flash campaign to tell the world that not all fizzy drinks companies are the same. While Coca-Cola is busy polluting oceans, Karma Drinks is eliminating packaging waste and giving back to communities.
After all, as Albert says: “You can’t sponsor away years of bad behaviour.”
The resulting hero social content achieved 126% more engagement than posts from the previous month.