When Coke began a multi-year commitment to the new Petro-Canada CareMakers Foundation in 2021, its goal was to shine a light on caregivers and address some of the challenges they faced on a regular basis. The foundation was in its infancy and the company’s core beliefs and vision were so powerful and its cause was so worthy that it was impossible not to get behind them and support anyway possible.
Coke has iconic imagery during the holidays that evokes feelings of family, sharing, giving and it became apparent these tools could be used to support the CareMakers Foundation. In November of 2021, Coke launched a national in-store campaign showcasing the CareMakers program and enabled a portion of the proceeds of products purchased to go to the organization. It was an instant success with consumer participation surpassing expectations.
Success was measured by the fact that the initial spotlight program has now created a vehicle for CareMakers to approach its vendor community and solicit support The aim for Coke was to always be an advocate for the CareMakers team, but more importantly, to be an advocate for the vendor community to rise and support such a worthy cause.