Coke and Brand Activism Kimberly A Whitler David Wooten Liam Nolan 2021
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In the spring of 2020, Coca-Cola’s marketing campaign, “Refreshing Change,” created waves of controversy in the media. While the marketing campaign used the hashtag #RefreshingChange on social media and created social media videos and campaign ads, its activism was more than mere social media marketing. The campaign was designed to shift the way consumers think about sustainability, environmental impact, and community development. The company has been using the term “Coke Life” to describe their “refres
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In the 1980s, Coca-Cola CEO (and heir) Ellis Boal began a bold campaign to increase the reach of Coca-Cola’s brand worldwide. The company started a “World Without Waste” project which aimed to eliminate packaging waste. To promote this effort, Boal enlisted the help of Coca-Cola bottlers around the world, and over the course of three years, they worked together to transform 360,000 bottling plants into Coke bottling sites
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Coca-Cola’s activism is no longer a case of “sunk cost fallacy” – it’s not something you don’t get back. There was a time when activism and branding were mutually exclusive. Coca-Cola was one of the few brands whose mission didn’t come with a mission. “People love the brand as it is,” they’d often explain, before going on to point out that a charitable or environmental initiative was not something that could be easily integrated into the brand’s DNA. That
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“Coke’s Coke bottles are an icon, and many consumers see the brand as “positive” and “positive.” Coke has invested heavily in marketing to promote its brand image. This essay will explore the concept of brand activism and examine Coke’s social impact and effectiveness in shaping public opinion. Brand activism is an approach to corporate social responsibility that uses a non-profit entity to help solve community problems. Coke used activism in the early 2000s to promote its “Global Hunger Rel
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Coke has an extensive history of brand activism: supporting social causes, sponsoring cultural events, and advocating for change. In 2014, Coke released a marketing campaign called “The Tears We Made” as part of its “I Am Cool” campaign. The campaign centered around a girl who had “bigger dreams” than her neighborhood and encouraged others to do the same. The ad features a girl with big dreams walking across a field and chasing rainbows with Coke cans. The campaign was widely praised for its
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“In the past, we have been brand ambassadors for various brands that have been using Coca-Cola’s name to sell their products. When Coca-Cola introduced “Coke Top Shelf,” we felt we were the “Brand Ambassadors” for the “Coke Top Shelf” product. To further this campaign, we were asked to create an online campaign that highlighted the unique flavors of Coke Top Shelf, along with how we could use the product. After doing extensive research on how Coke Top Shelf is made,
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Coca-Cola launched a brand activism campaign called “Heart-Free” in 2019, the aim was to eliminate cystic fibrosis from the company’s list of trademarks, which are owned by the pharmaceutical firm Sanofi. case study solution It also aimed to donate the proceeds of its heart-shaped packaging to the CF Foundation to research and develop potential treatments. The company faced widespread criticism, including from CFA Society USA, the world’s largest investment professional organization
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“Coke and Brand Activism: A 1% Ticket to Survive”, an article in the Huffington Post, delves deep into Coke’s recent social media campaign in support of the Black Lives Matter movement, as well as their efforts to improve the world around them. The article, published in the summer of 2020, garnered millions of views, including millions of page views, and gained international attention. The article follows two Coke employees as they attend Black Lives Matter protests in 17 different