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The Coca-Cola Company and ESSENCE Extend Partnership


Coca-Cola will return for its 26th year as Presenting Sponsor of the 2022 ESSENCE Festival of Culture as part of a five-year partnership extension with ESSENCE Communications, a leading media, technology and commerce company dedicated to serving Black women and communities.

Last year, The Coca-Cola Company committed to doubling its spend with minority-owned media companies over the next three years. By working with legacy partners like ESSENCE, along with new minority-owned and led media companies, the company is on track to meet its goal of reaching 8% of total annual media budget by 2024.

The expanded agreement will encompass all ESSENCE media and content properties—including ESSENCE Black Women in Hollywood, ESSENCE Wellness House, ESSENCE Fashion House and ESSENCE Girls United—with activations that span several Coca-Cola brands and create a year-round connection with multiple generations.

“We are thrilled to extend our partnership with ESSENCE and be back in the city of New Orleans for this year’s ESSENCE Festival of Culture,” said Melanie Boulden, Chief Marketing Officer, North America Operating Unit, The Coca-Cola Company. “With this partnership we hope to create impactful, immersive experiences that connect with the ESSENCE community in authentic ways.”

The 2022 ESSENCE Festival of Culture, presented by Coca-Cola, will take place from June 30 to July 3 in New Orleans, LA. Nearly half a million people are expected to attend the multi-day celebration of women’s empowerment featuring networking sessions, educational seminars on topics ranging from personal finance and career development to wellbeing and fashion, keynote speakers, community volunteerism opportunities, live music and much more.

Festival content will stream on and In-person and virtual festival-goers will experience the event through performances from headliners including Janet Jackson, Jazmine Sullivan, Kevin Hart, Nicki Minaj, Usher, New Edition, The Isley Brothers, Summer Walker, The Roots & Friends, Brent Faiyaz, Angie Martinez & Friends, D-Nice Club Quarantine & Friends and more.

Launched in 1994 as a concert to commemorate the 25th anniversary of ESSENCE magazine, the ESSENCE Festival of Culture in New Orleans has evolved into the world’s largest celebration of Black women.

Source: Coca-Cola

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