Allowing Coke to shine for its good deeds

GSG designed a multi-year program for Coca-Cola to support the preservation of parks by encouraging customers to donate $1 to California State Parks at Stater Bros Markets.  Coca-Cola also committed $1 for every $10 of Coca-Cola products purchased. Donations supported environmental causes including planting 1 million trees, and preserving beaches. The program generated over $2.5M in donations to California State Parks, and well over 800 million earned media impressions.


  • Create a 6-week cause-marketing promotion at Stater Bros. Markets in Southern California that galvanizes shoppers and employees to support local parks
  • Drive incremental Coca-Cola retail displays and product sell through
  • Achieve brand lift and positive Public Relations impressions
  • Engage employees and key account on a meaningful cause-program that supports the local community
  • Engage with consumers in a meaningful way – in store, online, and in-park


  • Nearly $2.5M raised over 4 years to support California State Parks, approximately 50% donated from Coca-Cola ($1 for every $10 purchase), and 50% directly donated from shoppers at cash register
  • Stater Bros and Coca-Cola Employee Earth Day Volunteer Event was the largest in California State Parks history
  • Significant increase in all sales metrics: dollar volume lift, unit volume lift, and share of market lift for Stater Bros. during promotional period
  • Over 800 million impressions of earned media in support of the program worth $2.5 million in media value
  • 217% ROI