Question

Big Soda has been linked to the issue of obesity around the world. In addition, Coca-Cola has been singled out for criticism out for its operations in key emerging markets such as China and India. And, as soft-drink consumption declines, the company must find new and authentic ways to communicate with customers. Coca-Cola is one of the world’s truly iconic brands, however sales of Coca-Cola have been declining as consumers switch to bottled tea, juice, and water. To counteract the negative perception and negative publicity about Big Soda, the company launched its own print ad campaign that featured smaller-format cans and bottles. The challenges facing Coca-Cola provide a case study in the roles of advertising, public relations, and other forms of marketing communication in the marketing program. Because of its status as the world’s largest beverage company and its presence in more than 200 countries, Coca-Cola is often the target of anti-globalization protests.

Assess Coca-Cola’s response to the obesity controversy.

Do you think Coca-Cola and its advertising agencies can develop a compelling new global campaign that acknowledges issues such as obesity? Does it make sense to continue the happiness theme? (6 points)

Answer 1

According to my perception, the response of Coca-Cola to the obesity controversy is insufficient. By reducing the quantity of the containers to smaller format cans and bottles, it has reduced volume, but not improved it's nutritional value of the drink. The ill-effects of consuming Coke haven't reduced. In fact, it has facilitated customers who like to consume it while travelling.

I feel if Coca-Cola and it's advertising agencies are more intuitive and understand the need to good health of the population, it can definitely develop a more appealing global campaign. Firstly, Coca-Cola must focus on R&D to improve the nutritional value of the drink and reduce the harmful effects it causes on consumers. Then, it must provide the safety-limit of amount a consumer can consume the drink per day.