Magazine Button
Coca-Cola North America steps up spending with minority-owned media companies

Coca-Cola North America steps up spending with minority-owned media companies

North AmericaStrategyTop Stories

Coca-Cola North America has announced plans to nearly double its spending with minority-owned media companies over the next three years. Black, Hispanic, and Asian-American and Pacific Islander (AAPI)-owned and led media companies and partners will account for 8% of the company’s total annual media budget in North America by 2024.

“Following a thorough analysis of our marketing spend, we recognised we could do more to support an equitable media landscape by creating growth opportunities for minority-owned and led outlets,” said Melanie Boulden, Chief Marketing Officer, North America Operating Unit, The Coca-Cola Company.

“We must take a leadership role, and that’s why we’re not only committing to increase our investment with minority-owned and led media companies, but also are focused on non-media partnerships and empowerment initiatives designed to foster growth and increase competitive advantage of minority businesses and communities.”

Coca-Cola North America is taking immediate action, boosting 2021 spending with minority-owned media 5x compared to 2020. In addition to building relationships with newer partners like Ebony/Jet, Revolt TV and My Cultura, Coca-Cola will continue its legacy of partnership with longstanding and highly influential multicultural media outlets like Essence and Univision. 

Caroline Wanga, CEO, Essence Communications, said: “As the only 100% Black-owned media company at scale dedicated to Black women and communities, we value our relationship with long-time partners like Coca-Cola who recognise the importance of Black women and Essence’s unique role in advancing Black culture, equity and celebration.”

Click below to share this article

Browse our latest issue

Magazine Cover

View Magazine Archive