Coca Cola HBC Academy Refresh reveals how successful products, campaigns and brand strategies are created

The new free online edition of the initiative by Coca‑Cola HBC Bulgaria and SoftUni Digital will launch on 19 May

Coca‑Cola HBC Bulgaria and SoftUni Digital continue their joint initiative, Coca‑Cola HBC Academy. The free programme is designed for students, professionals of all ages, and anyone looking to take their first steps in the world of marketing, brand management and product innovation.

The new edition - Coca‑Cola HBC Academy Refresh - will launch online on 19 May 2026 and will be delivered entirely online over the course of two weeks. As part of the programme, experts from Coca‑Cola HBC Bulgaria will share practical insights and real business case studies, demonstrating how strong ideas are transformed into successful products, campaigns and sustainable brand strategies.

“At Coca‑Cola HBC Bulgaria, we believe that investing in young people is an investment in the future. We are grateful to all our colleagues who dedicate their time each year to share valuable hands‑on experience and inspire the next generation of professionals. Through our #YouthEmpowered programme, we continue to purposefully develop initiatives such as Coca‑Cola HBC Academy, as we are convinced that knowledge, mentorship and access to a real business environment can provide young people with a confident start,” said Jacklin Tzocheva, Corporate Affairs and Sustainability Director at Coca‑Cola HBC Bulgaria.

During the academy, participants will learn how product innovations are developed, how consumer needs and market trends are analysed, and how data can support decision‑making and business growth. The programme will also explore why some campaigns remain relevant for years, how to build a strong brand strategy, and how to strike the right balance between global identity and local relevance.

This year’s programme includes four online lectures, taking place from 19:00 to 21:00. The sessions will be delivered by professionals from Coca‑Cola HBC Bulgaria with expertise in marketing, brand strategy, innovation, the HoReCa channel and commercial development. Among the speakers are Yoana Nedelcheva – Strategic Brand Management Expert, Yoanna Georgieva – Channel Marketing Manager, Antonio Rassukanov – Trade Channel Marketing Activations Specialist, and Alexander Rusev – Commercial Capabilities Director.

The training is part of Coca‑Cola HBC Bulgaria’s long‑term commitment to supporting young people through the #YouthEmpowered initiative. Since 2017, the programme has reached over 36,000 young people in Bulgaria, providing training and practical guidance for successful career development, building personal and professional skills, and facilitating a smoother transition into the labour market.

Participation in Coca‑Cola HBC Academy Refresh is free of charge, with the application deadline set for 17 May 2026.

More information about the programme and registration is available here:
View programme details and apply