The Coca-Cola Square One campaign aims to empower consumers by giving them a voice in deciding where a portion of their money goes, with 10% of profits allocated to associated organisations such as Greenpeace, Fairtrade, and the IEA. The campaign's overarching goal is to engage with Gen Z, offering them the opportunity to influence Coca-Cola's future directions.

By actively involving this generation, Coca-Cola seeks to build a stronger connection with younger consumers who are increasingly concerned about social and environmental issues. The initiative not only encourages consumer participation but also demonstrates the company's commitment to corporate social responsibility. Through this campaign, Coca-Cola aspires to foster a sense of community and shared purpose, driving positive change and aligning its business practices with the values of its customers.

Collaborators:

• Alex Bartlett - @b_r_d_studio

• Georgia Fitzsimmons - @georgia.lff