Through its #YouthEmpowered programme, Coca-Cola HBC Bulgaria connects academic learning with practical business experience, helping young people develop skills for their future careers.
On 21 October 2026, 200 students from the American University in Bulgaria (AUBG) gained a behind-the-scenes look at the launch of Coca-Cola Zero Zero, the brand’s zero-sugar, zero-caffeine product.
During an interactive lecture titled “From Insight to Impact: The Launch of Coca-Cola Zero Zero,” Nikolay Tinkov, Marketing Director at Coca-Cola HBC Bulgaria, presented a real-life marketing case study, offering students valuable insights into the challenges and strategic decisions behind a major product launch.
The session combined practical business examples, gamification elements and an engaging discussion, encouraging students to explore how marketing strategies are developed and implemented in a competitive market.
Turning Business Experience into Practical Learning
The initiative extends beyond the classroom. The marketing case will become part of the university’s learning activities, allowing student teams to apply theoretical concepts to real business challenges.
As part of the ongoing partnership between Coca-Cola HBC Bulgaria and AUBG, students will also benefit from three additional lectures and a dedicated Case Challenge, where they will have the opportunity to develop solutions to an actual business case.
This approach strengthens the connection between academia and the business community, creating opportunities for students to gain practical experience, develop analytical thinking and better understand the professional environment.
Empowering the Next Generation
The initiative forms part of #YouthEmpowered, Coca-Cola HBC Bulgaria’s long-standing programme supporting young people in developing the skills and confidence needed to enter the labour market.
Since its launch in 2017, the programme has reached more than 36,000 young people in Bulgaria, providing practical knowledge and career development opportunities for students aged 16–25.
Across Coca-Cola HBC Group’s markets in Europe and Africa, #YouthEmpowered has already supported nearly 1.3 million young people.
Building on this achievement, Coca-Cola HBC has set an ambitious target under its sustainability strategy, Mission Refresh: to empower more than 3 million young people by 2035, helping them prepare for successful careers.
Through initiatives like its partnership with AUBG, Coca-Cola HBC Bulgaria continues to demonstrate how meaningful collaboration between businesses and educational institutions can help bridge the gap between academic knowledge and the skills required in today’s workplace.
