In 2009, Coca-Cola Brasil sought to increase its presence and relevance in low-income areas, realizing that “business as usual” approaches – expanding distribution channels or designing new marketing campaigns – were not enough. Coca-Cola Brasil identified an opportunity to boost relevance and sales by increasing access to economic opportunities and enhancing the life skills of low-income youth in favela communities. Coca-Cola’s Coletivo Retail trains unemployed youth from low-income communities and has been highly successful, training approximately 60,000 youth in over 125 communities across Brazil at the end of 2013. As Coletivo Retail gained traction, the company began developing additional approaches to improve life skills, technical training, and market access for communities around Brazil. The Coletivo platform now spans seven models across the company’s value chain, tackling some of society’s greatest challenges.

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