Coca Cola 's Anti Obesity Advertisement

As it is stated in the case of Coca-Cola, it was a marketing machine ran by bureaucrats and tried to create an image of their brand more than

Recently, people have become worried about the health issues associated with consuming sugary drinks, especially soda. The rate of people being diagnosed with type-2 diabetes and cardiovascular disease has been going up primarily because of beverages with added sugar (Cited in Crawford, 2016). Several studies have found that soda is linked to over 180,000 deaths per year (Cited in Crawford, 2016). An article by the Huffington Post (2011) said that an average American drinks about 44.7 gallons of carbonated beverages a year, which adds up to over 350 pounds of soda. Comparatively, in 2005 an average American drank only 0.5 gallons, making soft drinks the most consumed beverage in America (n/a, 2011). The way the government is trying to fix

The commercial I was assigned to watch was “Man Drinking Fat. NYC Health Anti-Soda Ad. Are You Pouring on the Pounds?” Instead of getting a commercial that falsely portrays soda as a “thirst quencher”, this one gives a better image of what soda really is made up of. Most of the time, people know that soda is unhealthy, but decide to drink it anyways because of commercials showing soda as satisfying. Although it may be a satisfying taste to the tongue, it’s not for the body.

Unable to refute claims about their contributions to obesity, they make personal connections and pay researchers to deceive the public about their products. In doing this, they lie, avoid facts, and offer biased studies from people/establishments the public should be able to trust. Soft drink companies are desperate to be viewed as better than they really are. Instead of taking criticism in stride, they falsify facts and studies. They exert an enormous amount of money and energy to create a facade in hopes to deceive the public.

There’s a consistent flood of warnings these days about the widespread habit of drinking sugar-laden soda, with most focusing on obesity-related health issues.

The intended purpose of the Kendall Jenner Pepsi Ad is for Pepsi to increase their sales with a younger crowd. PepsiCo tried incorporating cultural and political views into their ad to influence the Millennials to buy their product because the younger generation is involved and outspoken about the current political situation. If one would watch this commercial even once they would think that PepsiCo is trying to make this advertisement the equivalent of Coca Cola’s Share a Coke with the World advertisement.

The soda industry today has more than twice of the amount of water advertisements people see on television or on the internet today. This for a matter of fact is not a healthy thing to do for children and young adults are taken accountable for seeing these advertisements on air. This is basically telling children it is okay to become a sugar addict. This is why society sees plenty of children under obesity, diabetes and heart diseases. Because we are telling the biggest lie to the people is that

Soda companies will do anything to get their product to sell well which is why they come up with advertisements that has been establish. However, what are soda companies trying to hide from us that they have to hire scientist to prove that soda is safe to drink? If it is out and available to the public it should be already safe to drink. Well a study was done to see a comparison between those who drink soda and those who do not Grace Wyshak who is a professor in the department of biostatistics and population and international health at the Havard School of Public Health states “Physically active girls who consume carbonated cola drinks are five times more likely to have bone fractures than active girls who do not drink soda…”. Also later results from the study on 460

Because of prevailing junk food, the next generation of Americans will struggle with obesity and diabetes more than any other. Thus, one of the culprits is the sugar-filled sodas and other sugar-sweetened beverages, like sports drinks or sweet-teas. At this point, Legislators in California are trying to emblazon sodas with a warning label that looks similar to the alert on cigarette packages or alcohol bottles. They believed that all beverages with more than 75 calories of added sugar in a 12 oz. will contribute to obesity, diabetes and tooth decay. Legislators’ intention is positive to protect people, however, their statement has no support by any research institutes.

Coca Cola’s first main weakness is that it is highly susceptible to any kind of negative publicity. Every kind of negative publicity can hurt the brand badly. Some years ago after traces of pesticides were found in the products of Coca Cola, it had hurt the brand really hard. Sales had dipped in various corners of the world apart from the criticism that flowed. Any such thing can hurt the popularity and sales of coca cola. However, Coca cola can overcome this weakness by being more transparent regarding the ingredients it uses in the production of its brands.

Coca-cola boasts of being the world’s largest beverage company serving approximately one billion customers daily. The most dominant products distributed by Coca-cola are Coke, Fanta, Sprite and Diet Coke. This strategy is aimed at ensuring that every customer gets satisfied whenever they use a Coca-cola brand. Coca-cola has large distributions across the globe making it the largest distributor in the world. The late Roberto Goizueta termed Coca-cola to be an American company with large international business and a sizeable American business (Ferrell, 2008). This has helped a lot with brand selling as it is the most recognized brand in the whole world. “Coca-Cola has the most valuable brand name in the world and, as one of the most visible companies worldwide, has a tremendous opportunity to excel in all dimensions of business performance” (Ferrell, Fraedrich, & Ferrell, 2008). Coca-cola, however, has not been smoothly running over the decades in operation. It has on numerous occasions been criticized for overlooking some ethical standards that it should have rather upheld. This essay aims at looking into some of the issues facing Coca-cola, the most significant of them, how they were resolved and how Coca-cola should have solved them.

“A Coke is a Coke, and no amount of money can get you a better Coke than the one the bum on the corner is drinking. All the Cokes are the same, and all the Cokes are good. Liz Taylor knows it, the President knows it, the bum knows it, and you know it."(Andy Warhol, 1975) Regardless of its corporate reputation, the organizational performance and its social responsibility of Coca-Cola makes it loved around the world. Ever since its creation in 1886 Coca-Cola has been a household brand known globally for generations of families. I have to mention, of all the cases researched this is my least favorite not only because of my childhood love for the product because the ethical issues in one way or another always manage to resolve themselves not before further tainting the reputation Coke worked so hard to obtain. Most times, whether an organization is innocent of an unethical act, it becomes secondary to the suspicion of the original act. Almost as if the court of public opinion has the power to ruin the reputation of an organization based on an unfounded accusation. In spite of my loyalty after having ready the case, I do believe Coca-Cola to be flawed. The contamination scare in Belgium is a great example of a public relations nightmare. The slightest hint of impurity should have pushed Coca Cola into crisis management mode but they were slow to react, citing it a minor issue (Ferrell, Fraedrich, & Ferrell, (2011). It was not until local officials

Coca-Cola has been around for generations with the same iconic taste, logo and symbolism. Its brand has represented family and the memories of good times, celebrations and comfort of being with those we love. Unfortunately, the company has not made good marketing decisions in the recent past and has lost relevancy. The purpose of this essay is to assess the conditions that created Coca-Colas marketing problems, evaluate the future of healthy beverages and non-carb drink brand extensions, and provide recommendations to the management.

But first, we should give a useful definition of advertising. According to the Encyclopedia Britannica (2015), advertising are ‘‘the techniques and practices used to bring products, services, opinions, or causes to public notice for the purpose of persuading the public to respond in a certain way toward what is advertised’’. Meanwhile, Belch and Belch (2009, p.18) describe advertising as ‘‘any paid form of impersonal communication about an organization, product, service or idea by an identified sponsor’’.

Coca-Cola spends huge amounts of fund on marketing every year to remain its competitiveness. However, recently, Coca-Cola had a weak global growth. The sales volume of soda is not so satisfactory. Coke is claimed to have too many calories and sugar, thus being bad to health, as a result of which, consumers turn their attention to other drinks (Kell n. pag.).