Coke Red Goes Green
Coke is entering the green/ sustainability marketing movement, while broadening the definition as more than only an environmental move. Coke plans on focusing on “sustainable wellbeing” as it moves forward in the green era. This includes informing the public of not only environmental changes, but also efforts of improving communities. Coke has identified their wellbeing strategy as addressing mental, physical, community and environmental perspectives.
This $10 million marketing move evolved from an entirely different focus. Originally Coke planned on a health and wellness marketing push, but was changed after President and General Manager of the sparkling beverage division, Hendrik Steckhan, believed this would put Coke on the defensive. Consumer research also revealed that coke customers were concerned that Coke was not showing that it cared for the communities.
The marketing move will begin with a three page print display in newspapers including; The New York Times, USA Today, and The Wall Street Journal. The spread will focus on how Coke has, and will continue to evolve with the needs of its consumers, also introducing a new red aluminum bottle. There will be two more print pieces as well as two T.V. spots in the media plan. The first spot will air this Thursday on American Idol, the second will debut during the 2008 Summer Olympics. The T.V. spots will highlight how Coke supports education and sports programs in local communities.
A spokeswoman identified some of the promises that it has made and plans to keep including the promise to recycle 100% of its aluminum cans in the U.S. Coke has also aided financially in the building of the worlds largest bottle to bottle recycling center in South Carolina.
The one concern is that Coke will need to make sure that the promises, statements and images introduced through this marketing move will be followed with actions.
I believe that Coke is making a good move by broadening the definition of the Green marketing movement to include not only environmental issues but address community concerns including education and sports programs. This positions Coke as a leader, rather than a follower in the Green movement. Although I agree that these perspectives of "wellbeing" should be an element in their message, I hope that they include more than a promise of recycling and support of a new recycling center as their environmental improvements.
http://adage.com/article?article_id=125319
posted by Angelique @ 8:02 PM
5 Comments
5 Comments:
I agree! Coke is doing a very smart thing by joining the Green movement. What kind of consumer caring company can remove themselves from such a worldwide evolution such as Go Green. By taking their campaign in this direction it is not only shining new light on Coke but it is also showing the consumer than they are in tune enough for a movement such as this.
-Great Post!
This comment has been removed by the author.
Although I think such attempts can come off as insincere, I believe that Coke's effort to "GO GREEN" is a smart move. Most people don't identify soft drinks with the global environment movement. By making an effort to inform a mass audience(Ads in USA Today, NY Times, and on network TV) of their concern for the environment, Coke is cultivating a positive association with their product. Its better to be known as a caring major brand name than an unconcerned one.
Especially when your product consists of sugar, water, and has virtually no nutritional value.
I think Coke is doing an interesting movement here. To change itself from Red to Green, this involves lots of preparatives: promise of 100% recycle of its aluminum cans in the U.S. Coke, build the bottle recycling center in South Carolina, and supports education and sports programs. This new campaign makes Coke more environmental friendly, attractive and creative. To link itself with special events like Summer Olympics, it provides positive international impacts to worldwide consumers. And I think this new plan will definitively work very well and be successful in future.
Sounds good to me. I agree with Andrew -- these things often ring a bit hollow with me. But as a major packaged goods producer, Coke is also a major potential polluter, so I'd rather have them focusing on the problem than ignoring it.
Aside from the message, what do you think of the media they're using. It doesn't seem like they're targeting a young audience, does it? Very interesting, actually.
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