Coca-Cola has launched a major marketing campaign, Counter Cultures, which highlights the families behind Britain’s community-owned businesses.

This move builds on last year’s The Bosses campaign, which showcased the role of independent convenience retailers. For 2026’s marketing activity, the focus is on hospitality businesses where Coca-Cola is served every day.

The brand has launched a hero film which connects Coca-Cola’s Wakefield manufacturing site with local businesses in nearby Barnsley.

The hero films show the journey from production to the community-run pubs, cafés and takeaways where the drink is sold.

The films will launch across Meta, YouTube and LinkedIn alongside a nationwide OOH campaign which includes large-scale murals in Leeds, Birmingham, Wakefield and Manchester, with further activations planned later this year.

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As part of the brand’s initiative, each business featured in the video is set to receive £10,000 to support a local initiative or cause of their choosing.

Rhona Stephen, senior director, communications for Coca-Cola Great Britain, said: “We’re proud to be made here in Great Britain and sold locally across counters in every community across the UK.

“Counter Cultures celebrates the people on both sides of the journey – from those producing Coca-Cola across the country to the independent businesses serving their neighbourhoods every day. These are the stories of connection and pride that often go unseen, and this campaign is about giving them the spotlight they deserve.”

This campaign will roll out this summer with further content and community activations planned for the rest of the year.

The marketing activity was developed in partnership with MHP and Studio La Plage alongside Coca-Cola GB and produced by Ross Bolidai and Earthling Films.