200 AUBG Students Get a Behind-the-Scenes Look at the Launch of Coca-Cola Zero Zero

As part of the #YouthEmpowered programme, the event gave young people the opportunity to explore a real-life marketing case study and laid the groundwork for practical assignments and future business challenges

On 21 October, 200 students from the American University in Bulgaria (AUBG) had the opportunity to get a behind-the-scenes look at the launch of Coca-Cola Zero Zero (zero sugar and zero caffeine), and explore the real-life challenges involved in creating a marketing campaign. Nikolay Tinkov, Marketing Director at Coca-Cola HBC Bulgaria, presented the business case during the lecture “From Insight to Impact: The Launch of Coca-Cola Zero Zero.”

The session followed an interactive format featuring gamification elements, while students’ interest continued well beyond the lecture, with a lively discussion and numerous questions. The case study will also be integrated into the learning process, with student teams working on practical assignments that connect the concepts covered in class with real-life challenges faced by marketing professionals. Faculty members will also be able to use the case for further analysis, strategy development and other practical assignments.

The lecture is part of the partnership between Coca-Cola HBC Bulgaria and AUBG under the #YouthEmpowered programme. The collaboration will continue with three additional lectures and a Case Challenge, a business challenge that will give students the opportunity to apply their knowledge and skills to solving a real-life business case. In this way, the partnership goes beyond the traditional lecture format, creating further opportunities for knowledge sharing and the exchange of practical experience between the business and academic communities.

The initiative is part of Coca-Cola HBC Bulgaria’s long-term commitment to supporting young people as they prepare to enter the world of work. Since #YouthEmpowered was launched in 2017, more than 36,000 young people in Bulgaria have gained practical knowledge and skills to support their development. The programme is aimed at young people aged 16 to 25, including upper-secondary school students and university students preparing to take their first steps in the labour market.

Across Coca-Cola HBC Group markets in Europe and Africa, #YouthEmpowered has already reached nearly 1.3 million young people, helping them develop skills, build confidence and discover new opportunities for professional development. Through its sustainability strategy, Mission Refresh, the company is building on this commitment with the ambition to support more than 3 million young people on their journey towards successful careers by 2035.