Coca-Cola Mission Statement and Vision Statement In A Nutshell

Coca-Cola’s Purpose is to “refresh the world. make a difference.” Its vision and mission are to “craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better-shared future that makes a difference in people’s lives, communities, and our planet.”

Coca-Cola Purpose

Refresh the world. Make a difference.

In the 2019 letter to James Quincey, CEO of Coca-Cola highlighted:

Our company started in 1886 and grew with a purpose to refresh the world. This became refreshment not just in a physical sense but also in spirit, and not just to refresh people but also to communities.

Since then, we’ve grown enormously as a business, spreading joy, optimism, and happiness. We’ve made a difference with our brands, beliefs, and values. Much has changed in the last 133 years. Today, we are a total beverage company.

We’re present in almost every beverage category, and we have more than 500 brands. Over 700,000 people in our system help deliver those brands to customers and consumers every day.

But, looking forward, the world faces myriad new challenges, and so does our business.

We have to ask ourselves: Is the original purpose of the company still valid? Should it evolve as the world evolves?

Coca-Cola Vision

Our vision is to craft the brands and choice of drinks that people love, to refresh them in body & spirit. And done in ways that create a more sustainable business and better-shared future that makes a difference in people’s lives, communities and our planet.

As clear from its vision, there are three core values that we can extract from Coca-Cola’s vision:

  • Create loved brands: For that Coca-Cola means 1. Passion for people and their lives 2. Cutting-edge excellence in ingredients, innovation, design, and marketing 3. Investing for leadership across categories in brands that consumers love 4. Acting globally and locally 5. Building powerful partnerships to go to market
  • Done sustainably: 1. Start with facts, based in science 2. Grow our business, reduce sugar and provide consumer choices 3. Make packaging part of a circular economy, with a focus on 100% collection 4. • Be water balanced, improving water security where needed most 5. Reduce carbon footprint 6. Source more sustainably and ethically
  • Better shared future: 1. Invest in employees’ personal growth and talent for today and the future 2. Empower our people, provide access to equal opportunities, and become more inclusive 3. Create value for customers big and small 4. Support local communities to achieve more, including in times of need 5. Deliver returns to shareowners. Our investors range from major institutions to millions of individuals

Coca-Cola Mission


Coca-Cola is among the most valuable consumer brand, and it’s easy to think of it as a single-product company. Yet, Coca-Cola has a set of brands, systems, and processes engineered in the last decades to make it the food company we know today.


Coca-Cola is very good at marketing itself. The company runs successful marketing campaigns with the aim to associate positive emotions with its brands. Coca-Cola’s target is to reinforce its distribution and sales as it becomes a product tied to the daily lives of millions of people.


Coca-Cola distribution strategy

Coca-Cola follows a business strategy (implemented since 2006) where through its operating arm – the Bottling Investment Group – it invests initially in bottling partners’ operations. As they take off, Coca-Cola divests its equity stakes, and it establishes a franchising model, as long-term growth and distribution strategy.

Related to Coca-Cola

Coca-Cola is the market leader in the soft drink industry. It is also the most widely recognized brand, with a Business Insider study revealing that a staggering 94% of the world population recognizes the red and white logo. However, Coca-Cola faces significant challenges with increasingly health-conscious consumers and less access to water resources.
The Coca-Cola Company is an American multinational beverage corporation founded in 1892 by pharmacist Asa Griggs Candler. Many consumers associate the company with its signature soda in a red can or bottle. In truth, however, The Coca-Cola Company owns a plethora of soft drink, juice, tea, coffee, and other beverage brands. 
The Coca-Cola Company has 21 different billion-dollar brands or brands that generate more than $1 billion or more in revenue each year.  The company also sells its products in nearly every country in the world, with Cuba and North Korea the only two countries where it is not sold officially. What’s more, the Coca-Cola brand is worth $87.6 billion, making it one of the most valuable among all companies. Though these figures allow Coca-Cola to enjoy market dominance in many countries, the company is nevertheless subject to intense competition.

Read next: Coca-Cola Business Model, Coca-Cola vs. PepsiCo, Mission Statement Examples

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