Monday, February 25, 2008

Didn't like Crystal Pepsi? How about Green Coke?

Add one more company to the thousands of others who are attempting to redefine their brand as eco-friendly. Although this time, it's one of the largest ad spenders and marketing savvy companies that the business world has ever seen. Coke is joining the green push, although they are going about it a different way. Coke's new 10 million dollar campaign attempts to broaden the definition of environmentalism and instead promotes the idea of "sustainable well-being".

In a recent article on, Michael Bush describes Coke's new campaign as an attempt to paint the beverages giant as a social "good guy" which is concerned about meeting consumer needs and supporting local educational and sports programs as well as the environment. "We're thinking of well-being from a mental, physical, community and environmental perspective that encompasses every part of our North American business," a Coca-Cola spokeswoman said. "We're using this to talk to all of our stakeholders and show our desire to be a better partner to all of them."

Last month Sapna posted a blog which ended with the question, "How important is the [green] label to what you purchase?" I'd like to follow that up with another question; As a Coke shareholder would you rather Coke spend their (and your) money on this green campaign or on initiatives that more directly improve the bottom line? Sure, this campaign may increase revenue eventually, but isn't the eco-friendly concept too played out for Coke to get much ROI from this campaign?

Regardless of the outcome, the bottom line is that companies that begin painting their brand green need to insure that they actually follow through on this commitment and it is not simply lip service. It appears that Coke really intends to be the social "good guy", but it may take consistent effort and action to convince skeptical consumers and green advocates that they truly have a green thumb. Illustration by Marc Simon



What an interesting way to get people interested in reading! Book trailers are like movie trailers, but for books! You can find them all over the internet now, but here is a site that's featuring them on YouTube.

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