Coca-Cola alongside Italian bars and restaurants in the restart

More than 2.5 million reinvested to face the period of forced closure and prepare for the reopenings of these weeks.

Milan, 18 May 2021 - In these months of forced closure, Coca-Cola has put in place various actions in favor of the Ho.Re.Ca channel , in the role of partner even before supplier. More than 2.5 million euros were reinvested in the channel, through dedicated commercial, tax and communication policies, to help customers overcome the restrictions following the health emergency, support them in intercepting delivery and digital opportunities and, finally, prepare for the resumption of normal activities. In addition, together with Lavazza, Perfetti Van Melle and S. Pellegrino, Coca-Cola has supported Fipe – Confcommercio, the Italian Federation of Public Establishments, in carrying out the #ilsolito campaign , with the aim of re-appreciating consumption in the premises in compliance with the necessary safety conditions. 

Promotional activities with the main Food Service Aggregators, the supply of service materials and dedicated consulting moments, are some of the activities with which Coca-Cola has been alongside thousands of merchants to make the most of takeaway and home delivery activities. Now, on the occasion of the restart of the Out of Home, Coca-Cola is providing various materials to enhance the outdoor areas of the premises and to facilitate compliance with the regulations regarding social distancing. The collaboration with the Modena-based start-up Dishcovery is also active to support the digitization of bar and restaurant menus for thousands of customers. 

"After the various initiatives activated during the first lockdown, we have continued to stay close to the entire Ho.Re.Ca supply chain. in the periods of closure and it will be even more important to be close to bars and restaurants in the delicate phase of the reopenings of these weeks." said Silvia Molinaro, Director Out of Home of Coca-Cola HBC Italia."Ho.Re.C. Re.Ca. is a fundamental channel for Coca-Cola as well as a strategic sector for the national economy and we hope that the tools we have made available can be useful to return to normality as soon as possible"

An additional support provided by Coca-Cola is its strength in communication. In addition to making the "ADCreator" platform available again, which will allow stores to easily create an advertising communication to which Coca-Cola will give digital visibility, right near the store, Coca-Cola supports Fipe – Confcommercio in the #ilsolito campaign dedicated to the reopening of the Ho.Re.Ca channel. 

"We chose to support the #Ilsolito campaign because among the things we are missing now are those small daily gestures to which we now give much more value than before." – commented Raluca Vlad, Marketing Director of Coca-Cola Italia – "We have found a communion of intent with the other supporting companies and FIPE-Confcommercio, which has resulted in this campaign with which we invite you to look at the Ho.Re.Ca channel with different eyes, our partners who have reopened amid many difficulties and are a very important part of our social fabric.  #IlSolito wants to remind us of the many moments we have spent in bars and restaurants, and that, now that they have reopened, we will be able to appreciate again, because there is even more taste in being together."

During the emergency, in Italy, Coca-Cola donated over 1.4 million euros to the Italian Red Cross, which still provides fundamental support to eradicate the epidemic. In addition, further donations have been made to hospitals and associations in the area, to which more than 3.2 million products for doctors and health workers and personal safety equipment have been offered to date.