At the launch of their new ambitious sustainability approach, Coca-Cola entered into a dialogue with a large group of stakeholders in the autumn of 2017. In four cities, ‘OPEN’ was discussed with clients of Coca-Cola, politicians, students, journalists and opinion makers. About the drinks of Coca-Cola in relation to sustainability, packaging and its contribution to society. NewsLab developed all valuable content for the events and provided all media training sessions of the Coca-Cola team in advance. OPEN resulted in 70 beautiful and interesting conversations, 800+ intensive contact moments, (social) media attention and new coalitions.