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COCA-COLA AND THE MEDIA
Coca-Cola has used 'Greenwashing' as a brand strategy for many years, in their commercials and on their social media. They have created a product in which consumers can feel good about consuming by allowing their brand to represent an idea of happiness and environmentally friendly products. Recently Coca-Cola has had issues in the past invovling the representation of 'plant' based bottles, and for 'greenwashing' by Denmarks's Marketing Practice Act.
Coca-Cola has used 'Greenwashing' and activism as a postive way to represent their brand to consumers since the creation of the company. With the use of the colour green in many of their advertisements. As green represent trees, plants and the overall environment. It also create contrast against the red in their brand, creating an even more visually interesting advertisments that emphasizes the colours. Leaves, flowers, grass and trees are all used in the above advertisements
The company was able to move their production facilities out of the United States by claiming that they would create water infrastructure in areas that were unable to create their own. However the company instead contributed to lessen access to water and water shortages in many small developing villages.
Yet their website represents a very different perspective, with many different images and articles focused on the fact that Coca-Cola helps countries all around the world environmental.
Coca-Cola uses 283 billion litres of water every year and is a considerable contributed to the water shortages occuring in India.
Coca Cola company is world wide and have specific commercials aimed at their many diverse demographics, environmentally friendly products are a consumer demand world wide that Coca Cola uses to their advantage
Coca Cola is also a very influencial company on social media, using twitter, facebook and youtube to spread their message of environmental awareness and gain postive attention. Recently Coca Cola has advertised their invovlement with polar bears and the Arctic, raising and contributing funds, while posting it on their social media sites.
Social Media
Coca-Cola recently has released a campaign which focuses on Polar Bears, as many of their commercials and cans have Polar Bears. Every time someone purchases a Coca-Cola part of it is donated to their Arctic home fund, this makes consumers more inclined to purchase Coca-Cola's soft drink product over their competitors. Polar Bears habe also been in the news and the focus of many environmentalists, as the icecaps are melting in the Arctic due global warming. Many devasting images of Polar Bears alone on a melting icecap have been shared across various social media platforms and now Coca-Cola is profitting off of this environmental issue.
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