SPECIAL OLYMPICS ACTIVATION TOOLKIT SPECIAL OLYMPICS PARTNERSHIP NAOU + EUROPE TIM DIGNARD; PABLO KENNEDY TASK DESCRIPTION: SUCCESS CRITERIA: We need to develop an activation toolkit, to give markets a starting point and framework to activate our global Special Olympics partnership. Our current partnership runs till the end of 2031. • A SIMPLE AND EFFECTIVE GUIDE TO EXPLAINING & ACTIVATING THE PARTNERSHIP • CLEAR AVAILABILITY OF SPECIAL OLYMPICS ASSETS AND ACTIVATION EXAMPLES/CASE STUDIES TO SERVE AS INSPIRATION • NUMBER OF MARKETS CONSISTENTLY ACTIVATING THE PARTNERSHIP (INTERNALLY AND EXTERNALLY) BRIEFED ON: WORK REQUIRED BY: 11/4/2024 By end of Q4 2024 CONTEXT • TCCC is the founding partner and a global partner of Special Olympics (SO) • In 2024 we renewed our partnership for eight years – our longest term with SO • This was off the back of the Berlin 2023 World Games, and unprecedented interest within the KO system to leverage this partnership • We want to create a partnership framework that raises awareness of this hidden gem within the system, and provides plug-and-play opportunities for markets to leverage the asset – starting with this “activation toolkit” CHALLENGE: • Raise awareness about our Special Olympics partnership • Educate the system about the difference between Special Olympics vs Olympics/Paralympics • Demonstrate the powerful opportunity and what makes this asset unique • Provide an easy starting point, resources and inspiration that encourages markets to activate SO internally via system engagement & corporate volunteering, and externally via customers, local SO initiatives, and host market activations HUMAN TENSION: • Sentiment towards Special Olympics is largely positive, and TCCC’s partnership is primarily viewed as a positive action by the company • SO has been positioned as a philanthropic partnership in the past, but we’ve witnessed more opportunities to leverage this asset to accelerate our ESG strategy, drive our reputation, and engage with KO associates and bottling partners PROGRAM INSIGHT: • Special Olympics is a global sports movement of people creating a new world of inclusion and community, where every single person is accepted and welcomed, regardless of ability or disability. SO is helping to make the world a better, healthier and more joyful place—one athlete, one volunteer, one family member at a time. • Founded in 1968, Special Olympics is a global movement to end discrimination against people with intellectual disabilities. SO fosters acceptance of all people through the power of sport and programming in education, health and leadership. With over four million athletes and Unified Sports® partners and one million coaches and volunteers in over 200 countries, Special Olympics delivers more than 30 Olympic-type sports and nearly 50,000 games and competitions every year The Special Olympics World Games is the largest inclusive global sporting event, held every two years, alternating between summer and winter editions. The 2025 Winter Games will be held in Turin, Italy, and the 2027 Summer Games will take place in Santiago, Chile. The 2029 Winter Games will take place in Switzerland, and Great Britain is expected to host the 2031 Summer Games. MAIN MESSAGE: • The Coca-Cola Company is a founding partner, dating to the inception of Special Olympics in 1968. • Coca-Cola believes in the mission of Special Olympics to showcase the limitless potential of individuals with intellectual disabilities and celebrate the unifying and transformative power of sport. • Coca-Cola has helped us transform the lives of one of the most marginalized populations of people across the globe – those with intellectual disabilities. Coca-Cola has been an agent of change for inclusion in creating experiences and opportunities for millions of athletes, coaches and volunteers, forever changing the way the world views inclusion • Coca-Cola supports Special Olympics programs, athletes and events around the world through monetary and in-kind donations, volunteer support and awareness-driving marketing initiatives. STRATEGY: • SO helps TCCC drive: o Corporate reputation, including our sustainability agenda o System engagement (volunteer opportunities; pride in our partnership) o Customer relationships: offering an experience / asset unlike any other event we partner with • Please find here a recap of our Berlin 2023 campaign with additional insights: 20231004-Special Olympics Campaign Report (2).pdf THE PROBLEM TO BE SOLVED: Take our Special Olympics partnership to the next level and create opportunities for markets (Brand/Customer/PACS teams/HR) to bring the asset to life, while increasing meaningful touchpoints with System Associates in our priority markets, notably Europe and NAOU. AMBITION: - - xx (tbc) number of markets across Europe and NAOU activating the partnership on an “always on” basis – within the system and/or externally - Host Market/OU World Games activations that involve customers, employees, and drive ESG-based KPIs - By 2031, all TCCC Europe Associates to have dedicated at least one of their allocated volunteering days to support Special Olympics either locally or at the World Games events. - Leverage dedicated Special Olympics athletes to act as ambassadors to engage the system and raise awareness – promoting inclusion and opportunities for associates to be involved with the partnership BUSINESS OPPORTUNITY: - Leverage the partnership to amplify our CCTM brand platform, accelerate our TCCC ESG strategy while strengthening our corporate reputation - The opportunity for TCCC to be a leader behind the inclusion revolution, leaning on our 55+ years of partnering with Special Olympics to inspire consumers CONSUMER TARGET Bring Special Olympics to the Consumers: - Leverage Special Olympics to amplify existing passion points (sports, music, influencers, gaming) - Use the partnership for existing Brand activations - Share a Coke, Coke Studio etc. - to spread the message with our consumers. - Extend shop floor activation. CREATIVE TARGET: Accessible & impactful, with clear messaging about the partnership and TCCC’s role. OCCASIONS: Integrate existing occasions. 360 degree: earned, owned, paid. Informed consumers, general consumers. Social, print, OOH OUR SHOPPER TARGET: N/A E2E – Guiding Principles N/A THE AGENCY RESPONSE NEEDS TO CONSIDER: A simple and effective VIS & activation toolkit. DELIVERABLES & TIMELINE We want v1 in place before the end of 2024 Appendix: In this section you can share examples of previous works Berlin 2023 recap: Berlin 2023 Recap.pptx Special Olympics Introduction with past activations: Introduction to Special Olympics.pptx