Coca-Cola needed a way to celebrate the 100th anniversary of its branded contour bottle in a meaningful and relevant way.
We brought Earvin “Magic” Johnson and Steve Harvey together for this celebration and fundraising effort. Coca-Cola wanted to use their anniversary moment as an opportunity to give back to the community, so we crafted various speaking points for these celebrities to deliver as we built up to the “funding ask”. 100th Anniversary Bottle Editions were brought to each table on ice as attendees ( including the Illinois Governor) made their donations. The Coca-Cola brand was presented as a “thank you” for their support.
More than $250,000 was raised from the auction items and fundraising efforts, and all was used to fund a number of inner-city student enrichment programs.