Coca-Cola has partnered with its Foundation, NGOs and bottling partners (the “Coca-Cola System”) to support the COVID-19 pandemic across the continent.
The support is targeted at governments, communities and local economies in their urgent efforts to contain the spread and impact of the Coronavirus since its outbreak on the continent.
The Coca-Cola System is committing $13 million to support the continent through the various phases of the COVID-19 pandemic. In addition, The Coca-Cola Foundation (TCCF) has granted just under $4 million to international and local NGOs, such as the International Federation of the Red Cross and Red Crescent Societies (IFRC) and Amref Health to procure and distribute personal protective equipment (PPEs) and other critical needs for frontline workers and to help fund ICU-enabled ambulances for example in Mauritius and Madagascar.
Bruno Pietracci, President of Africa & Middle East for Coca-Cola said “Our deepest sympathies go out to all those impacted by this virus and their families. We are leveraging on the experience and capabilities the Coca-Cola System has built in over 90 years of serving consumers and making a difference across Africa, in the planning and deployment of our resources to effectively support governments in the efforts to contain the spread, support vulnerable communities and get local economies back up and running.”
The Coca-Cola system also donated to National Solidarity Funds in South Africa, Morocco and Djibouti and additional funds were allocated to boost awareness and mobilization to help stem infections in vulnerable communities across several countries.
The company has suspended all commercial advertising of its brands and deployed its marketing and trade assets, including social media channels, product labels and point-of-sale materials, to amplify COVID-19 messaging.
It is also providing funding and other forms of support to help bolster the micro, small and medium enterprises in the retail, hospitality and recycling sectors, who have been among the hardest hit businesses across countries.
Coca-Cola is also working with some NGOs and social enterprises, including Givefood.ng in Nigeria, Gift of the Givers in South Africa and National Disaster Management agencies to provide food parcels for vulnerable families whose livelihood has been disrupted by the lockdown and other restrictions.
On their part, Coca-Cola’s bottling partners are lending their distribution capability to help deliver medical supplies, food parcels, 3-D printed face masks and other PPE as well as donating cash, beverage products and food items.
In some countries like Uganda and Ethiopia, Bralima in DRC, Les Brasseries du Congo in Congo, and Nigerian Bottling Company in Nigeria, they have deployed their technical expertise and facilities to produce over 30,000 litres of alcoholic sanitizer in line with World Health Organization (WHO) standard which were distributed to governments and vulnerable communities free of charge.
In some countries such as in Eswatini, Ethiopia, Uganda and Zimbabwe, Coca-Cola in Africa provided its marketing expertise either directly or through its partnership with Project Last Mile, to support Ministries of Health simplify and amplify health and safety messages.
Additionally, in Egypt, Coca-Cola decorated its bottles with messages of gratitude and appreciation to every doctor in the country’s “white army”.