Project Desalination - Coca-Cola California 1. Finding Water Management Expertise California is one of the most water-stressed regions in the U.S. Coca-Cola partners with regional water authorities, desalination experts, and universities (e.g., Stanford, UC Davis) to design a desalination pilot tailored for California’s drought conditions. The focus: energy-efficient technology and integration into Coca-Cola’s bottling facilities. 2. Planning & Constructing the Facility Site Selection: Coastal California (e.g., near LA or San Diego, where seawater desalination is already being explored). Power Source: Pair with solar/wind farms to minimize carbon impact. Infrastructure: Build pipelines from the plant directly to Coca-Cola bottling operations. Permits: Work with the California Coastal Commission and local municipalities to secure rights and approvals. This secures a reliable, drought-proof source of water for production. 3. Sustainability & PR Coca-Cola has faced criticism in California for heavy water usage. Project Desalination is an opportunity to flip the narrative: Community Contribution: Share surplus desalinated water with local municipalities or community projects. Climate Accountability: Highlight renewable energy use and reduced groundwater dependency. Transparency: Publish water stewardship reports specific to California. This positions Coca-Cola as a responsible water innovator rather than just a consumer. 4. Using Desalinated Water in Coca-Cola Production Pilot the use of desalinated water in California bottling plants first. Label and market these products with traceability: “This Coca-Cola was made using sustainable desalinated water in California — protecting local communities and resources.” This builds local pride and trust while reducing reliance on California’s strained reservoirs. 5. Marketing Campaign Launch a California-only limited edition (e.g., Coca-Cola California Blue) tied to the desalination project. Storytelling: Coca-Cola helping solve California’s water crisis. Digital-first campaign targeting Gen Z & Millennials (who value sustainability and authenticity). Partnerships with local artists, influencers, and climate initiatives in California. Impact for Coca-Cola in California Business: Protects production from drought-related restrictions. Brand: Reframes Coca-Cola as a water solutions partner rather than a water problem. Society: Provides visible relief in a water-stressed state and aligns with California’s innovation-driven culture.