Ethicality Of The Beverage Promotion By Diageo

PepsiCo is a huge, multi-billion-dollar company that invests its time and money into creating loveable and lasting products for consumers all over the world. PepsiCo has been on the rise for years and if things continue to prosper like they do know, they should be a lasting company for many more years to continue. PepsiCo relates to their customers and continues to create new and improved products that bring publicity to their company, while still producing the recognizable products that that they are known for.

An alcohol ad is very capable doing many things to people starting from the ages whenthey start to feel rebellious. The ad can hide many lies that help convince people to startdrinking. Things on the ad say that drinking can be fun, that it is good(healthy) for you, andcould help quench the thirst, as well as many other benefits. My opinion on this is that alcoholads should not be allowed to be shown around areas where there are people under the minimumrequirement of the drinking age.Right out, you can see that the people in this certain ad are “having fun”. At the sametime, the words on the ad helps reinforce the thought that it is fun to drink Bud Light, which is atype of beer. The picture on the ad hints at the idea that males would get more girls or have morefun while drinking Bud Light, encouraging them

Advertisements are an extremely prominent part of American society. Very few places exist that an individual can go without being exposed to some form of ad. From product placement to billboards, advertisements exist in nearly every facet of life. Marion Nestle discusses what she considers to be one of the more heinous forms of advertisement in her essay, “The Supermarket: Prime Real Estate.” Nestle uses several persuasive techniques to convince her audience of the evils of supermarkets. Her use of emotionally charged phrases paired with her more logical assertions help to drive her point home while her clear bias and lack of supportive source detract from her overall argument

The United States and New Zealand are the only developed countries that allow direct-to-consumer advertising. Whether the practice of direct to consumer advertising is beneficial to the consumers or not is a highly debated subject with both positions presenting sound reasoning for their position. Whether the practice is beneficial or not to the consumer is not the question, but rather, is advertising prescription drugs directly to consumers ethical? To analyze this question I will use Rawls’s second principle of distributive justice for analysis.

In this era, the power of good advertising is more important than ever. This causes a big issue, the issue of morality in commercials. In the video “Chevy bed punctured! Deceptive commercial” by Youtube reviewer Big Truck Big RV , the speaker goes over many deceptive techniques used by car companies to make other companies products seem worse than their own.

The advertisement could approach its viewers in a more light hearted manner. By using a celebrity endorsement appeal, the targeted audience would want to be more like the person purchasing the coffee. They would feel like they are getting approval from someone they admire. The other appeal that could have been used was bandwagon. By using bandwagon, the targeted audience would feel pressured into buying the product. They would feel like an outcast if they were the only one to not buy it, which is not how the 1950’s was at the time. Everyone wanted to be just like everyone else, whether it was by clothes, looks, appliances, food items, etc. No one wanted to stick out like a sore thumb because it was wrong. The advertisement also could have been improved changing the violent illustration to a celebrity using the product or a crowd of people going after the same product because of how desirable it

Diageo holds a title of being the globe’s largest producer of whisky, connected to some 29 distilleries and warehouses storing seven million casks of maturing spirits. Their products are sold in more than 180 countries and the company holds offices in 80 countries. Diageo’s best-selling brand (Johnnie Walker) has been sold in the fiscal year of 2011 in an astonishing amount of 17.8 million “nine-liter cases”, which were mainly traded overseas.

Strategic message: In the advertisement, Bud light promises to offer a different drinkability. This strategic message is very weak, because I didn’t see any relevance between “drinkability” and “fitting into different occasions”, making the message disconnected

Pepsi is a world famous carbonated soft drink made by American company PepsiCo. Its distinctive blue packaging makes a huge contrast with its long-time rival’s signature red packing, Coca-Cola. First introduced as 'Brad's Drink' in North Carolina, USA at 1893 before renaming to Pepsi at 1898, Pepsi has always trying to be the dominant brand in soft-drink market while completing with Coca-Cola, known as the Cola War, where the two brands used a series of television advertisements and marketing campaigns trying to get more influence in the soft-drink market among the consumers. Pepsi launched its new commercial advertisement ‘Live For Now Moments Anthem’ in April 2017, as a part of its previously launched Pepsi's first global campaign ‘Live For Now’ in April 2012. The protest-themed advertisement, however, not only was nowhere near Pepsi’s original expectation, but it causes a huge ethical issue, backlash and controversy that made Pepsi took down the advertisement and issue an apology in less than a few days.

Branding has been effectively used as a strategic tool for marketing by innocent smoothies and that helps the company to maintain its share in the market or in keeping its competitive position. Innocent has developed its brand image by providing excellent satisfaction, by being genuine, healthy and socially responsible in the eyes of their consumers and once the image is developed, they were able to attract the customers. It is because of brand and its perceived value that consumers are loyal and committed to the Innocent products and they do not look for any substitutes (Ginden, 1993). Customers also perceive it less risky in buying a brand product with which they are emotionally attached. It is more important for products like innocent drinks which the customers have to consume and which has direct impact on their health and body.

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.

In terms of this proposed ad in this case, it can be argued that the theory would likely support a decision of approving the ad as the manipulative advertising in this case generates more utility than a purely informative advertising. A prominent economist, Theodore Levitt, argues that consumers demand more than pure operating functionality from the products they buy, meaning they demand an expanded functionality which includes helping solve problems of life (Tittle, 101). In this case then, it can be argued that if Levitt’s idea holds true, then the teenage consumers of the beverage would want the drink to solve issues of life like sex appeal and peer acceptance, which in turn would serve to maximize the utility for the majority of the consumers of the product. Counteractively, it can also be potentially argued that the long term harm of promoting the beverage with an ad of this nature could be that teenagers would be encourage to hold “beer parties”, albeit with non-alcoholic beverage, which could lead to a preference of switching to alcoholic drinks once the teens grow up. Processes that create and feed such desires are not utility maximizing (Tittle, 103) since in the long run it would end up harming the consumers. However, I feel that this latter argument is not strong enough to suggest that utilitarianism would point to a rejection of this ad since the long term harm probably will

In this memo, we will examine comprehensive research on some of the ethical issues that occurred as Pepsi published a commercial that harmed many people. Further, we will discuss how it had a substantial impact on a variety of stakeholders. The issue that occurred was regarding the “black lives matter” and how Pepsi did not take the issues that it still going on in our society into account.

Therefore, Diageo fails to apply global marketing techniques to its African spirits brands (premiumization and total focus on the brand)” (Evans, 2015).

1. Do you think Coca-Cola will surpass the scandals around the world like it did in the past?