Driven to Win

Swire Coca-Cola has unveiled a new tagline that encapsulates its corporate purpose, mission, and vision for the future: Driven to Win. The new branding follows a comprehensive review to identify the very essence of the company and the mindset behind its successful evolution: from just one bottling plant in 1965, Swire Coca-Cola is now one of the largest bottlers in the Coca-Cola  system, with a footprint that takes in large swathes of Greater China and the USA; the company operates 26 production facilities and employs over 32,000 staff, serving a franchise population of more than 760 million people. Says Managing Director, Karen So: "Our winning mentality has helped us get to where we are. We define our success by the opportunities ahead of us, not the trophies behind. This future-forward orientation leads our organisation and shapes our culture with a shared drive to conquer challenges – large and small."