Our Work

Case Study

ERA retained to establish Coca-Cola corporate leadership in Myanmar

ERA was retained five years to support the global beverage company's sustainability, business value chain, reputation management and other key corporate communications functions.

Pictured: Former U.S. Ambassador, H.E. Scott Marciel, with former Coca-Cola Myanmar PACS Director, Sandy Chapman.

The Background

In view of its fast-growing commercial presence in Myanmar, Coca-Cola wanted to ensure that its commitments in sustainability and business were also communicated effectively, across all its stakeholders in the country. These included initiatives around women’s empowerment, community outreach through its Swan Yi program and Leht Li Business Development programs, recycling through the Tan Bo Shi Tal program, as well as the WASH program, conducted in collaboration with NGO PACT Myanmar. To ensure its reputation in the market was maintained, it also needed a team capable of handling reputation management, media relations and advisory as it navigated potential public issues and reporting on its operations/ supply chain, which included two large factories situated in Yangon.

Our Solution

We developed a both reactive (media monitoring, crisis/issues mitigation) and proactive (corporate communications, media relations, sustainability and value chain campaigns) strategies, which increased positive media reporting and overall coverage of Coca-Cola’s initiatives in-market. This firmly cemented Coca-Cola’s reputation as a company that is committed to doing business the right way in their operations and building sustainable communities in Myanmar. We developed CSR programs, media initiatives, creative content like videos and infographics, among many other communications solutions over the five years together.

Results

A Much Loved Company

Through our work with the PACS team, together we positioned Coca-Cola as a key member of the corporate and social community. Our work would win awards in multi-cultural marketing, diversity & inclusion, media relations and video production.