1. Coca-Cola Cup: Mettiti in gioco

    Challenge

    To reinforce love for the brand among young people in secondary schools in the regions of Campania, Lazio, Lombardy, Sicily, and Veneto, by broadening the perception of its universe of values to such important issues as respect for community, for the environment, and for health.

    Inspiration

    Coca-Cola means happiness, but there is no happiness like the one ensured by a healthy, active, and sustainable lifestyle. And for Italian youths, nothing like football embodies this team game of values. For young people, the brand thus becomes the starting whistle for a life played well. It’s time to get in the game!

    Experience

    The force of aggregation and positive competition of an amateur five-a-side football tournament becomes the heart of a series of teaching, sport, and educational challenges.

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    Students involved

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    Regions

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    School

    Teaching kit

    The kits provided the institutions, teachers, students, and families with everything they needed to experience every aspect of the project: teaching guides, informative materials on Coca-Cola’s commitment, banners, and contest participation documents.

    Materials for youths

    The students were given dedicated materials, focusing from time to time on the project’s various themes: calendars, banners to support the teams, bags for separate waste collection…

    Coca-Cola Cup tournament

    Starting with intramural contests, the tournament then led young people to encounter the other teams in their own region, followed by those in the other regions participating in the project.