Today, consumers are considered the kings in modern-day marketing. This is because consumers have been given the highest priority and more than often, efforts are made to encourage consumer satisfaction. The "share a coke" ad can be interpreted as a consumerism tool because it enabled consumers to express their stories and connect with family and friends. Furthermore, an individual who shares a name branded on the Coca-Cola bottle with their friends or parents feels they are connecting with them by creating a topic for conversation. The "share a coke" ad enabled consumers to customize Coke cans for themselves and for someone special, which encouraged people in the conspicuous overconsumption of Coke drinks. By allowing consumers to connect with family and friends at a more personal level irrespective of global boundaries, Coca-Cola benefitted from increased sales and profits. Irrespective of Coke's benefit to consumers, increased consumption of the beverage increased the profits of the company. The ad also created and increased the demand for Coke products as the brand connected with consumers on a personal level.
The "share a coke" ad made consumers happy, generous, and United. In the real world, there is nothing wrong with that. The ad enabled consumers to create new adventures, friendships, and memories. Although the advertisement connected with consumers at a more personal level, the objective of the campaign was to increase the sales of their beverages in the summer. The ad also was meant to create a platform where consumers would not only consume the product but love the brand without taking into consideration what they were consuming as long as they were able to remain engaged. Even though the people were happy, material well-being cannot be equated with subjective well-being. According to Abela (2006), materialism results in reduced well-being as it involves the reversal of priorities where consumers tend to relinquish behaviors that are related with greater happiness in favor of those that are linked with less happiness. Therefore the "share a coke" ad and the use of technology-facilitated consumers to consume a coke while being happy, engaged, and united as it encouraged the availability of more readily available benefits from sophisticated devices to produced happiness.
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The Coca-Cola Company is not new to controversy. Although the company knows that too much sugar could result in death, it continues to push for the consumerism of its products through targeted advertising that results in death. According to a study published by Mullee et al. (2019), the consumption of two cans of Coke per day, either sweetened with artificial sweeteners or sugar, raises the risk of premature death by 17 percent compared to those who consume these drinks less than once in a month. In 1999, Coca-Cola was forced to recall its products in Belgium, Netherlands, and Luxenberg after children fell ill from drinking products with the Coke brand on it. In 2000, Coca-Cola experienced a backlash in Senegal and France where every single Coke product was banned because they were contamination cases of a mold-like substance. If Coca-Cola knows that their products are harmful to health, why do they keep promoting and selling their products to unsuspecting consumers?
Coca-Cola is one of the most notable and valuable brand names globally. In Ackerman v. Coca-Cola , the company was under legal scrutiny for false advertising, unfair business practices, and the breath of express and implied warranties (Mullee, 2019). In this case, the FDA (Food and Drug Administration) never ruled that the consumption of sugar is unhealthy or that sugar is a disqualifying nutrient, which would forbid Coca-Cola from flaunting the benefits of its products and the health allegations in each flavor. However, the FDA stated that it restricts products that have fewer nutrition levels (Mullee, 2019). Therefore it is ethical for the company to state that it is the corporate responsibility of the company to produce products that are beneficial to consumer's health. In addition, every flavor produced in each beverage is in line with the organization's code of conduct (Mullee, 2019).
As a company, do you know that marketing Coke products to children increase their chances of childhood obesity? The frequent consumption of Coke's products contributes to heart diseases, weight gain, tooth decay, and diabetes in children. Your marketing campaigns to and with children through Barbie dolls, stuffed animals, and videos such as the Polar Bears implant your brand and products in the developing brains of children. As a result, the company drives wedges between families and their children and exposes them to life-threatening diseases. On various occasions, the company has infringed on its marketing policies of advertising to children under 12. However, we have Coke advertising on Family TV shows and theme parks that reach large numbers of children; Coke advertising also appears on YouTube kids that is aimed at young children, and the use of celebrities and characters that are highly appealing to young children. Promoting the consumption of sugary drinks to young children results in severe and widespread health problems. The marketing of unhealthy beverages to children and persuading them to want products that are harmful to their health is a moral issue. As a company, you should practice responsible food marketing to children. On that note, thank you for the free Coke, and I will most definitely enjoy it. Nevertheless, do not forget to consider my sentiments.
References
Abela, A. (2006). Marketing and consumerism. European Journal of Marketing , 40 (1/2), 5-16. https://doi.org/10.1108/03090560610637284
Mullee, A., Romaguera, D., Pearson-Stuttard, J., Viallon, V., Stepien, M., & Freisling, H. et al. (2019). Association Between Soft Drink Consumption and Mortality in 10 European Countries. JAMA Internal Medicine , 179 (11), 1479. https://doi.org/10.1001/jamainternmed.2019.2478
