Coca-Cola Canada wants the country to know it cares about more than just making beverages.

The CPG company started running print ads last week to promote its ‘Live Positively’ program, which brings together Coke’s ongoing sustainability initiatives under one umbrella, Sandra Banks, VP, public affairs and communications, Coca-Cola Refreshments Canada, tells MiC.

‘The ads have been several years in the making,’ she says. ‘We’ve changed our business to address the issues that matter, be they environmental, active living, or the well-being of consumers. We’ve been looking at a variety of ways to change how we operate and so we’re now starting to tell those stories because we have progress and results to show.’

The ads, which are targeted at informed and influential adults, are appearing in mainstream daily newspapers and industry publications across the country. They debuted in La Presse and the Globe and Mail last week.

Leo Burnett’s Toronto office did the creative for the campaign and Universal McCann in Toronto handled the media buy.

The program also has a microsite where visitors can explore the seven core areas of the program: beverage benefits, active healthy living, community, workplace, energy management and climate protection, sustainable packaging, and water stewardship.

Two of the five ads also promote the company’s partnerships with ParticipACTION and WWF-Canada.