Feb. 26, 2008 - Coca-Cola is launching a $10 million marketing campaign that goes beyond corporate environmental responsibility, instead focusing on the idea of "sustainable well-being," Advertising Age reports. The new campaign, originally conceived as a health and wellness push, was expanded to include environmental and social dimensions after consumers expressed growing interest in the company's sustainability efforts.

"Our own consumers were saying, 'Where are you in this [sustainability] space?'" according to a Coke spokeswoman. "Consumers let us know that by not talking about this, we were letting others define us as an uncaring company aligned with the pressures consumers are living with."

Coke defines "sustainable well-being" as "a mental, physical, community and environmental perspective that encompasses every part of our North American business," says the spokeswoman. "We're using this to talk to all of our stakeholders and show our desire to be a better partner to all of them."

The campaign will kick off this week with a three-page print ad appearing in the New York Times, USA Today, and The Wall Street Journal. The ad highlights how the company is evolving to meet consumers' changing needs.

To read Advertising Age's interview with Coke CMO Katie Bayne regarding the company's new health and sustainability push, click here.