Everyone knows the red drink from Atlanta… but did you know that Coca-Cola European Partners is the brand's main bottler? Emmanuelle de Kerleau, Vice President of Communications & Public Affairs at Coca-Cola European Partners France, gives us the recipe for the company's success in France.
Hello Emmanuelle, thank you for having us today. Our classic opening question: what is your definition of corporate communication?
Our profession is a vector of influence that uses several levers and requires a very comprehensive approach to the company: public affairs, the internal communication, the external communication, the CSRCrisis management. It is this highly integrated, 360° vision that constitutes the strength and appeal of the corporate communication. The communications director must therefore be a true catalyst. : A business partner for all teams, capable of conveying our history and strategy to all key audiences within the company.
With digital technology and its new relationship to time, companies need to differentiate themselves. La Institutional communication can no longer be coldCorporate communication should not be static or purely informative. Instead, it must leverage all avenues of innovation and emotion, positioning itself at the intersection of all company topics. Through a structured approach, corporate communication becomes a true business partner, supporting the company's strategy.
Coca-Cola has been established in France for almost a century, how do you use this fact in your communication?
Local roots are part of the brand's DNA. Today's consumers place great importance on "Made in France." Ultimately, their new expectations are perfectly aligned with ours. business model of origin, still relevant today.
Ten years ago, some consumers still thought that Coca-Cola arrived by boat, while production in France began as early as 1921. We therefore decided to communicate about our local footprint and to tell the story of Coca-Cola in France. We have been strengthening this communication for the past 5 years. This focus is the foundation of our corporate communication throughout the year, culminating in our annual print campaign.
The COM must infuse the company with its expertise
Isn't the primary media for the Coca-Cola brand its packaging?
Yes, the packaging is a support Incredible, because it's one of the first points of contact our consumers have with the drink. We've used it extensively, for example, with our campaign Personalization of first names. It also serves to implement the responsible approach we have with our products: reasoned consumption and the fight against obesity. NOur objective is not only to anticipate regulatory constraints, but to turn them into an asset in terms of pedagogy. Packaging can incorporate a multitude of innovations.
For a company with so many manufacturing secrets, you took a bold step: offering internet users the chance to visit a factory using virtual reality. What conclusions have you drawn from this initiative?
Indeed, we offer a tour of our Grigny factory thanks to the virtual realityThe objective of this One device was from to promote product quality and Made in France production In the interest of transparency, opening the doors of a production site with this innovation was unprecedented. It has become a real communication toolexternal and internal communication that is of interest to all our stakeholders.
We offered a cardboard (Cardboard 3D glasses) were given to each employee so they could share this experience with their loved ones. It was a great source of collective pride. The film greatly interested the B2B target audience, i.e., our direct clients, on the occasion of the award ceremony. LSA Innovation Trophy 2016. We have already met with numerous clients at corporate forums and also with the general public at the virtual reality trade show in Paris. Today, the device has such a wide range of uses that it has quickly been adopted by all our teams in their shopper marketing activities.
What is the role of corporate communication at Coca-Cola?
Reputation is at the heart of the company's strategic issues and has a real impact on the business. La Coca-Cola brand It draws the ire of some and unleashes passions.We are here to both promote and defend the company's reputation. Communications professionals are also part of the field, just like the sales team. We don't just make recommendations; we also have to convey our convictions to the business. For example, we refrain from advertising with children under 12. The ethical dimension is increasingly prominent in communications, driven by CSR (Corporate Social Responsibility). Branding is so crucial in terms of consumer image that corporate communication has become central to businesses.And it is in its ability to partner with other functions within the company that its true value lies: by providing substance and acting as a source of support and advice. Communication must permeate the company with its expertise.
In your opinion, what is THE secret to becoming a Communications Director?
Having the right words, being humble in one's approach, and embracing the company's values while remaining true to one's convictions. To be a Communications Director, one must be open to other perspectives such as CSR, marketing, and... financial communication, corporate governance, etc. This is what allows him to be credible in bringing reputational issues to the Board of Directors.
1. Be consistent in your career choices and define your objectives;
2. Gain experience both with advertisers and in agencies, as the two are very complementary;
3. Have a global vision of the different functions of communication: internal communication, external communication, public affairs, marketing;
4. Have the ability to listen in order to understand the expectations of all stakeholders.
Bonus question: How do you value your commitment as a responsible brand?
“Coca-Cola is a brand that targets the general public; therefore, the messages addressed to consumers must first and foremost be simple, immediately understandable, and perceived as legitimate and consistent with the brand's values and its famous 'purpose,' which focuses on unity and inclusion. This is why we prioritize communications on inclusion and solidarity with major partners like Les Restos du Coeur.”
Furthermore, we have a duty to be responsible, to acknowledge the environmental challenges posed by our activities, first and foremost our packaging, and to offer actions that meet our consumers' expectations. We use various communication channels: our product labels, direct communication at points of sale and high-traffic event venues, public displays, and interactive digital communication. Coca-Cola is also a leading brand that must set an example, not only to lead by example but also to protect its reputation. Evidence and example are therefore key, and to this end, we also regularly open the doors of our industrial sites to consumers so they can see these actions for themselves.
3 Coca-Cola things to know about Emmanuelle de Kerleau
His favorite ad is a window cleaner
> His favorite drink is a Zero.
His obsession is to put Coca-Cola bottles back on supermarket shelves… obviously!
