Coca-Cola’s 5 by 20

This might not be breaking news, however had to share it with all of you. Coca-Cola’s 5 by 20 Initiative is in my opinion one of the most brilliant ways for a company like Coca-Cola to work on their public image and actually make a long lasting positive impact. Usually when we think of Coke, nothing but calories, rotting teeth, diabetes, child obesity and sugar comes to mind. However at a plenary session on empowering women at the Clinton Global Initiative, Muhtar Kent, chairman and chief executive officer of The Coca-Cola Company, made a promise in the name of the conglomerate to empower 5 million women entrepreneurs throughout Coca-Cola’s global business system by 2020.

How are they going to do this? The initiative is based on the company’s Micro Distribution Centers (MDCs) in Africa. MDCs are an independent network of entrepreneurs who distribute Coca-Cola’s beverage products to shops and restaurants, often by bicycle, pushcart and in the better cases small trucks. Women play a part in the MCD sometimes as partners to their husbands and in some cases as the main entrepreneurs. Coca-Cola provides training, support and resources for these businesswomen to confidently and successfully run their business. This partnership benefits their families, their communities and of course Coca-Cola.

The success of this initiative not only will provide Coca-Cola with a better distribution network in the participating communities but will also create guaranteed brand loyalty and product placement opportunities (in the cars, bicycles, pushcarts, retailers etc.) Most importantly Coca-Cola will be associated with the well being of the communities in which women are becoming strong, prosperous while creating more jobs and financial stability. What a change from the rotting teeth association!

Here is the website with the video which was presented through TED Talks division for women. The video portrays the whole idea of 5 by 20 through the lives of 3 women who are excelling as MDCs.