In a continuing effort to gain market share in an area that is no longer growing, promotional activities are key. Recently, a promotional opportunity arose in the form of corporate social responsibility (CSR) for Coca-Cola.

In the Canadian Marketing Blog’s article “Defining CSR, One Company at a Time” it talks about the importance of CSR and how one of the difficulties companies face is deciding with whom to partner.

This problem was solved for Coke through, although it may sound harsh, the planet heating and ice in the arctic melting. Coke’s long time symbol and mascot, the polar bear, has become endangered. Coke jumped on the opportunity to show what a socially responsible company it is by coming to the aid of their lovable mascot.

Coke partnered with the World Wildlife Foundation to help raise awareness and money to save the polar bear. Coke plans on switching its can from their original red to white, in order to raise awareness.

This campaign will most likely be very beneficial to polar bears. However, the big benefit that Coke will see is that consumers will see them as a responsible company and this should boost their brand status even higher.

Another brilliant piece of marketing: brought to you by Coke.

As noted in Brandon Tracey’s blog Advertising: Revolutionizing the TV Medium, “One of the main goals of advertising is to get your brand out into your target markets eye, but usually you have minimal control as to who actually sees your advertising.” However, there are some specific mediums to ensure your add reaches the target market. I’m going to address one of my favourites.

Urinal ads. A great way to reach males is through advertisements placed above urinals. To be more specific, young males, who enjoy their drink, would be found at sporting arenas.

There are a few reasons I think this medium is so brilliant. First, it is an unwritten rule that while at a urinal one should do their best not carry on a conversation and to keep their eyes up ahead. What is up ahead? A perfectly placed advertisement. With nothing left to do the individual is engaged with the ad. Second, this type of ad would appeal specifically to men and may cause some women to roll their eyes. However, this medium reduces the negative impact it might have with people outside the target for they do not see it.

While I find these ads rather clever and good for things such as sports, they can also be useful for much more serious issues affecting our society, like drunk driving. The ad above a bar urinal serves as a good reminder to any man leaving to think about the consequences of drinking and driving.

While companies can’t hand pick everyone who sees their ads, there are mediums that certainly help target them.