Karachi, January 22, 2013: Continuing the journey of spreading happiness,
Coca-Cola has unveiled a new
campaign called ‘Crazy for Good’, as part of their Cultural Leadership program.
The campaign projects to seed kindness into the mindset of the people of
Pakistan by promoting random acts of kindness to spread goodness in society.
The
campaign is driven by the insight that people have lost sight of the kindness
they are born with, to the extent that when someone commits an act of kindness
they are considered crazy. Through ‘Crazy for Good’, Coca-Cola will be
celebrating people who do random acts of kindness; and use this positive disruption
to inspire others to play their role too, in bringing a constructive change in society. This
campaign is an extension to the Company’s Cultural Leadership program which in
2012 launched its ‘Reasons to Believe’ Campaign, celebrating the many reasons
to believe in Pakistan to reignite faith
and hope for a better future. In the
midst of the dynamic situation of Pakistan today, portraying a boiling pot of
ideas and bubbling sentiments awaiting winds of change, Crazy for Good takes
the Cultural Leadership program a step further and endeavors to promote
kindness and goodness at an individual platform, calling to people to actively
play their role by committing Random Acts of Kindness to make the world a happier
place for all of us.
While
speaking about the Crazy for Good campaign, Rizwan U. Khan, General Manager,
The Coca-Cola Export Corporation, Pakistan stated “Kindness is the social
thread that binds society together; but unfortunately, people underestimate the
power of kindness. As a Company that is synonymous with attributes of
happiness, optimism and joy, we decided to take the message of random acts of
kindness and their potential of opening happiness for the people of Pakistan
forward in an interactive and engaging way.”
The
campaign calls to people to go Crazy for Good and in the spirit of sharing
experiences and touching as many lives as possible; it seeks help in
identifying people who have committed random acts of kindness from around the
country, living amongst us. Specifically, for this purpose an interactive
digital platform, RAK wall, has been launched for people to share stories of Random
Acts of Kindness they have encountered, spreading goodness in Pakistan (www.kindness.coca-cola.com/pk). Coca-Cola
has stood as a universal icon of happiness, and over the decades has played a
pivotal role around the world in targeting social tensions that are culturally
relevant, by connecting and inspiring people through Coca-Cola’s Thought
Leadership, and uniting them to make this world a happier place.
The Coca-Cola Company
The Coca-Cola Company (NYSE: KO) is the world's largest beverage
company, refreshing consumers with more than 500 sparkling and still brands.
Led by Coca-Cola, the world's most valuable brand, our Company's portfolio
features 15 billion dollar brands including Diet Coke, Fanta, Sprite, Coca-Cola
Zero, vitaminwater, Powerade, Minute Maid, Simply, Georgia and Del Valle.
Globally, we are the No. 1 provider of sparkling beverages, ready-to-drink
coffees, and juices and juice drinks. Through the world's largest beverage
distribution system, consumers in more than 200 countries enjoy our beverages
at a rate of 1.8 billion servings a day.
With an enduring
commitment to building sustainable communities, our Company is focused on
initiatives that reduce our environmental footprint, support active, healthy
living, create a safe, inclusive work environment for our associates, and
enhance the economic development of the communities where
we operate. Together with our bottling partners, we rank among the world's top
10 private employers with more than 700,000 system employees.
For more information, please visitwww.thecoca-colacompany.com or follow us on Twitter at twitter.com/CocaColaCo.
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