Word: coca-cola
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...that surprising, then, that many national advertisers such as Unilever, Coca-Cola and McDonald's are reconsidering billboards in their ad mix. "Outdoor now has a place in the media-planning process," says Wally Kelly, CEO of CBS Outdoor. Coca-Cola is coming back outdoors full throttle this month to advertise its new beverage, Coca-Cola Blak, and its new global slogan, "The Coke side of life." According to senior vice president Katie Bayne, the brand will run ads on the top 10 boards in 28 national markets. Last year she advertised in only 10 markets. "Our target consumers...
...considered niche players, are driving the market, while the once invincible colas have lost their crown. "Carbonated beverages are in serious trouble," says Tom Pirko, president of BevMark, an industry consulting firm. Shipments of soda slipped 0.7% in 2005, says Beverage Digest--the first annual decline in 20 years. Coca-Cola's flagship, Coke Classic, was down 2%; Pepsi-Cola fell 3.2%. And soda is absorbing some of the blame for America's obesity. A study released in early March linked soda to teenage weight gain. Meanwhile, other sweetened drinks have largely escaped criticism and instead are touting their health...
...some sodas bad for your conscience as well? Harvard’s Student Labor Action Movement (SLAM), which raises awareness of workers’ rights and labor issues on campus with its “Right to Organize” project, has turned its attention to the Coca-Cola Corporation and its “horrendous violations...of fundamental human rights,” says SLAM member Adaner Usmani ’08. SLAM wants Harvard to wash its hands of alleged dirty dealings, and has demanded that the university cancel its contracts with the corporation and stop serving Coca...
...many Harvard students, Coca-Cola and Diet Coke have addictive powers rivaling those of that other “coke.” But how many Coke junkies can really tell the difference between the Classic and other cola varieties? SLAM suggests replacing Coke with a smaller brand, but a blind taste-test suggests the switch may not be as smooth and refreshing as organizers hope...
Meanwhile, food companies are trying to get out in front of the issue. McDonald's did away with supersizing. Coca-Cola no longer advertises on television programs aimed at viewers younger than age 12. In its ads on children's television, Kraft pitches white-meat chicken Lunchables rather than Oreos. Food packaging, from mac-and-cheese to soup and pancake mix, offers tips for more healthful preparation...