James Quincey, the boss who wants to give Coca-Cola a lighter image

Audio 04:01

James Quincey has been the CEO of Coca-Cola since 2017, a brand that has established itself as one of the main sponsors of the Olympics.

Here on June 24, 2019 © AFP - Fabrice Coffrini

By: Léa Pernelle

9 mins

The opening ceremony of the Tokyo Olympics is being held this Friday, July 23, but behind closed doors.

A disappointment for the spectators and also for the companies which sponsor the event like Coca-Cola.

It is the oldest partner of the flame (since 1928).

Its new boss, James Quincey, is trying to impose a new, more positive image on the brand, which has largely survived the health crisis but also new consumer expectations. 

Publicity

Arrived at the head of the Coca-Cola company in 2017, this British businessman tries to rid the brand of the image that sticks to his skin: this red plastic bottle, full of sugar, responsible for obesity and which pollutes the oceans. Because according to the environmental association Greenpeace, more than 100 billion plastic bottles sold worldwide in 2016 were Coca-Cola bottles, or one fifth of the production of global plastic bottles.

After the launch of cardboard packaging to replace plastic in 2020, James Quincey presented in March a new sustainable development goal for the Coca-Cola brand. He declared to ensure access to water in countries where the brand is present by 2030, and to " 

refresh the world

 ". It is a two-way promise. This slogan makes it possible to evoke the cold drink but also global warming, a theme which touches the privileged target of Coca-Cola: the youth.

And Africa is not left out.

The group launched in March 2019, alongside Diageo, Unilever and Nestlé, the Alliance for the recycling of plastics in Africa.

Visiting Lagos in 2019, James Quincey wanted to reaffirm the presence of Coca-Cola in Africa, which represents around 5% of the company's global turnover.

Fight against obesity

Barely arrived, James Quincey announces the reduction in the sugar level of all the brand's drinks by 10% and signs the arrival of Coca-Cola Compagny on the herbal and organic market. A recent episode of Euro Football showed how much the brand needs to take this turn. During a press conference, the Portuguese player Cristiano Ronaldo had dismissed the bottle of soda placed in front of him, a bottle of Coca-Cola, one of the sponsors of the event and had replaced it with a bottle of water . “ 

Beyond the financial aspect, since the company has lost 4 billion dollars in valuation on the stock market in just twenty-four hours, it is proof that despite the communication that Coca has around

“ less sugar ”

in its products, changing the image that Coke is not a healthy drink is very complicated

 ”

, analyzes

Cédric Deniaud, expert in marketing strategy, for whom the episode cost the brand dearly.

And this is indeed the goal of the boss of Coca: to meet new consumer demands.

“ 

Coca-cola is part of the DNA of the United States.

But there are three subjects on which it is attacked: obesity, plastic and opportunistic communication.

What James Quincey does is work on these three issues on which he is attacking,

 ”

explains

Sandrine Doppler, expert in food transition.

Political positions

Another angle of criticism against the brand: Coca-Cola has long been criticized for not speaking out on the problem of racism while the Black Lives Matter movement increasingly calls on American companies to position themselves on political issues. Thus, after the murder of George Floyd in the United States in June 2020, James Quincey declared: “ 

The Coca-Cola Company has not made enough progress. We must do better. We must put all our resources and energy into the fight against systemic racism.

 "

More recently, he also spoke about electoral discrimination in Georgia, where he lives with his wife and two children.

Under pressure, he championed civil rights in a low-key statement.

" 

It is all the more important for them to take this position since their historic headquarters are in Georgia in a state very very marked by racism since the Civil War

 "

,

recalls Laura Bokobza, expert in strategy and communication.

James Quincey tries to give Coca-Cola a more inclusive image.

And that's the goal of the song called

Colorful

, produced by the brand to celebrate the Olympics.

For the clip, Coca-Cola brought together singers and athletes from around the world.

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