Coca-Cola Enterprises has recruited Lexis for European work to highlight its efforts to go green.
Lexis beat three other agencies to oversee a CSR-focused corporate brief to help the bottling brand drive its “sustainability story.”
The company has pledged to work towards being a zero-waste business as part of a recent sustainability rethink.
Rosalie Hunt was appointed to the newly created role of director of external relations with a focus on the issue last year.
She told PRWeek UK: “It's part of our ongoing journey around our corporate responsibility and sustainability story. Corporate responsibility is at the center of this business, and this is about raising awareness of that.”
Coca-Cola Enterprises manufactures, markets, and distributes Coca-Cola products in Belgium, Great Britain, France, Luxembourg, Monaco, the Netherlands, Norway, and Sweden. It employs 13,000 people in Western Europe.
The bottling business, which is separate from The Coca-Cola Co., was this year awarded the new Carbon Trust Water Standard, an international recognition for water reduction.
It launched its sustainability plan in 2011, which set out a low-carbon vision for the company.
Lexis will be charged with coordinating online and offline messaging on the subject, as well as developing ideas on a cross-European basis.
Hunt, who will work with Lexis COO and brief lead Lynda Reddington, said the focus was on aligning digital so that “stakeholders would be engaged in the same way they are with face-to-face media.”
Lexis' appointment comes after a brief from The Coca-Cola Co. to promote work alongside WWF in Arctic conservation projects.
PRWeek UK understands key stakeholders including NGOs, CSR thought leaders, and retail customers will be targeted.
It will concentrate on Europe-wide media brands such as the Financial Times and The Wall Street Journal Europe.
It is understood the work will not affect existing agency relationships.
This story originally appeared on the website of PRWeek UK, the sister publication of PRWeek at Haymarket Media.