Unwanted loneliness is recognized by the WHO as a public health problem, since it entails emotional risks, such as depression, and physical risks, such as premature death. In Spain there are more than 2 million people over 65 years of age who live alone, which increases the risk of social disconnection. It is a situation that Coca-Cola has proposed to address over the coming months together with the Grandes Amigos foundation.
The collaboration will promote connection between people, an objective that Coca-Cola ensures is part of its essence, amplifying the organization’s mission. This is none other than improving the well-being of older people by weaving neighborhood and social networks and offering emotional support and accompaniment in person and by telephone, through volunteers, or healthy socialization activities.
Coca-Cola and Grandes Amigos will carry out activities, workshops and cultural outings
The alliance starts precisely at Christmas because it is one of the times of the year when loneliness can be felt the most. However, it will be developed during 2026 in different regions of Spain in which Grandes Amigos operates through activations and events that will also involve local businesses.
It will first materialize in the celebration of 8 Christmas parties in various cities and towns in Madrid, Galicia, Cantabria and Extremadura, which, according to Coca-Cola, will be enjoyed by more than 600 people, both seniors and volunteers.
Furthermore, over the next year the company hopes to impact another 458 people through inclusive leisure activities such as snacks, neighborhood meetings, cultural outings and workshops in Madrid, Alicante and Cantabria.
“This collaboration reflects the company that is Coca-Cola: we believe in the connection between people and in the creation of small, but big moments“, commented Pedro Fernández, Director of Public Affairs, Communication and Sustainability at Coca-Cola Iberia, during the presentation of the initiative. “Our goal is to refresh the world and make a difference wherever we operate”.
The collaboration between Coca-Cola and Grandes Amigos is born, according to the brand, from a shared vision around building more united and human communities. They point out that the work of Grandes Amigos connects with the essence of Coca-Cola, which is to generate a positive impact on people’s lives. The brand’s belief, as they have conveyed, is that creating connections between people leads to richer and stronger societies.
On previous occasions, Coca-Cola has focused its Christmas campaign on other issues of social interest. Last year it contributed to alleviating the effects of dana in the Valencian Community with the help of the Red Cross and, on previous occasions, also together with this entity, it has addressed the integration of migrants.
“For many years at Coca-Cola we have collaborated with social impact projects, and this year is no exception. We thought it was an excellent idea to treat unwanted loneliness, which is a problem that affects us all.”; Pedro Fernández pointed out to reason.Why. “It is a social demand and that is a valid criterion for a company like Coca-Cola to not only celebrate these dates, but also share moments during 2026.”.
The real impact of Grandes Amigos
The first example of this collaboration took place in Madrid in a meeting between representatives of both organizations, volunteers and seniors who participate in the foundation’s programs and which he was able to attend. reason.Why. At the Only You Atocha hotel, all of them participated in a creative handmade candle workshop, held together with Ooh Lala Candle Studio. The choice of the activity has been guided by the consideration of candles as a symbol of light and company, in addition to being a decorative element associated with Christmas.
Seniors find in these initiatives the opportunity to create lasting relationships
We have been able to share a table with the elderly, accompanied by the volunteers with whom they regularly share time to carry out all types of activities: from personal errands and administrative tasks, to coffee afternoons or movie sessions. Specifically, we have met Isabel, who has been part of the Grandes Amigos community for more than 10 years and whom she defines as “the bombShe shared with us that she has been accompanied by different volunteers for four and six years, respectively, which has led to “relationships that are more than friendship”.
The boy who has been with her for less than two months is self-employed, which, he says, offers him flexibility to combine work with volunteering. While we weigh the 205 grams of resin needed to create the candle container, she strikes up a conversation with other women who benefit from the services of Grandes Amigos about their common Asturian origins. An example, perhaps, of how easy it is to connect, even in these times.
The talk is also joined by an employee with more than 25 years of experience at Coca-Cola, present there thanks to the opportunities that the company offers them. And the multinational team has three days of volunteering a year that they can use in the different social or environmental initiatives that the company has in place, or allocate them to the volunteer programs to which they dedicate their time individually. Furthermore, they can attend these initiatives, if they wish, accompanied by family members.
In the background, a group of elderly people liven up the wait for the candle to solidify by singing classic Christmas carols.
We leave the meeting with a candle decorated with Coca-Cola details, with the satisfaction of having made it with our own hands and having confirmed, on the one hand, the importance of the activity of Grandes Amigos and the significant positive impact it has on the lives of the elderly; and on the other, the value of projects like yours having the support of large companies that provide both resources and visibility.
Coca-Cola Christmas
The collaboration between Coca-Cola and Grandes Amigos begins within the framework of the global campaign “Refresh Your Holidays”, worked with WPP Open X, led by VML with the collaboration of EssenceMediacom, Ogilvy and Burson. The campaign includes the spot “Holidays are coming,” made with artificial intelligence, and which will be activated in the Spanish market.
Carolina Aransay, Marketing Director of Coca-Cola Iberia, considers that the initiative launched with Grandes Amigos complements the brand’s advertising messages. “From a brand perspective, working on the social dimension is part of Coca-Cola’s DNA“, he assures us in statements to reason.Why. “We work to promote connection between people, which can be through many forms. This year it has taken the form of collaboration with Grandes Amigos and comes to reinforce what we are in essence.”.
Coca-Cola Spain will adapt the global campaign, but will also implement a marketing plan with a local focus. It will include executions on linear television, connected television, outdoor advertising, point-of-sale activation, digital activations and collaborations with influencers.
