The Coca-Cola Company
Corporate Narrative & Olympic Portfolio Communications
Translating business performance, portfolio strategy, and global cultural moments into media-ready corporate stories.
Agency - We. Communications
Year - 2019
Focus - Corporate communications, financial storytelling, portfolio narrative, Olympic communications, media angle development
Overview
In 2019, while working with WE Red Bridge, I supported corporate communications work for The Coca-Cola Company in China, including media angle research around earnings communications and early-stage topline thinking for its Tokyo 2020 Olympic portfolio narrative.
Challenge
Financial results and corporate portfolio messages can easily feel distant from everyday consumers and lifestyle media. The task was to identify angles that made Coca-Cola’s business momentum, product portfolio, and brand purpose easier for media to understand, discuss, and connect to broader culture.
Impact
The work helped turn corporate and financial information into more usable communication opportunities, giving the team a stronger bridge between business performance, brand portfolio, and culturally relevant media storytelling.
Insight
Coca-Cola’s story was not only about one iconic drink. It was increasingly about a wider beverage portfolio, changing consumer choices, and the company’s ability to stay culturally relevant through occasions such as the Olympic Games, pop culture, art, and daily lifestyle moments.
Strategy
I helped explore how corporate messages could be reframed through more accessible editorial entry points: turning financial signals into consumer-facing story angles, connecting portfolio growth with changing lifestyle needs, and using the Olympics as a cultural stage to communicate choice, diversity, optimism, and shared experience.
Execution
- Researched media angles around quarterly earnings and portfolio performance
- Helped translate business highlights into clearer communication themes for Chinese media
- Supported Olympic portfolio communication toplines for the China market
- Explored content ideas linking Coca-Cola’s product portfolio with sport, art, youth culture, and everyday lifestyle occasions
- Contributed to idea-sharing materials that helped the team discuss how corporate updates could become more culturally relevant stories