Summary of What Nonprofits Can Learn from Coca-Cola

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8 Overall

8 Applicability

7 Innovation

9 Style


In 2010, K’Naan topped the charts in 17 nations with his World Cup anthem “Wavin’ Flag,” an upbeat, inspirational song that Coca-Cola used in all its commercials during the tournament. This is how Coca-Cola markets its brand and becomes a desired commodity in every corner of the world. In this TED Talk, Melinda French Gates describes how nongovernmental organizations can emulate Coca-Cola’s strategies to gain traction. Gates’s presentation is polished but stirring and entertaining. getAbstract recommends her lecture to anyone with a product to market, whether it’s a soft drink or a health initiative, in remote regions of Africa or the most accessible cities in the US.

In this summary, you will learn

  • Why Coca-Cola is so effective at marketing products around the globe,
  • Why governments and NGOs should adopt consumer-marketing approaches, and
  • How these methods can save lives.

About the Speaker

Melinda French Gates is the co-chair of the Bill & Melinda Gates Foundation.



While many people in developing countries live without access to basic necessities – clean water, electricity, vaccines – one product reaches even the most remote and impoverished corners of the world: Coca-Cola. Every day Coca-Cola sells 1.5 billion servings. The promotional techniques it employs in...

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