Coca Cola initiated its “Coming Together” advertisement project this January by releasing a new video commercial, Coming Together ad of Coca Cola. This project was aimed to raise awareness about the issue of global obesity and other health issues caused by modern day eating habits. As one of the leading beverage brand in the world, Coca Cola talks about how people should act to reduce and stop obesity.

In the commercial, Coca Cola rolls out its endless portfolio of its beverage products, talking about how they have reduced calories and sizes of its sugary drinks, such as Coca Cola, Fuze, and many more. It also mentions about their actions to reduce child obesity by replacing high-calorie drinks by low-calorie drinks throughout the schools in North America.

Is Coca Cola truly concerned about the global health issues and willing to take serious actions to reduce them? Is Coca Cola taking responsibility of causing global obesity as one of the most popular soda brands that are consumed daily by those who have obesity? This video, under the veil of Coca Cola’s fabricated concern about global health, is simply a “damage control” of what it has done through years and years of their production of what poses the most threat to our health. Really, Coca Cola is saying, “We have reduced the sizes of the cans of sugary, high-calorie drinks for those who want to be less fat, but still, if  you want the whole 2L bottle of coke, then its right beside it”. It’s also saying, “Are we really responsible for your obesity just because we offered you a choice of drinking what makes you obese, or is it you that is responsible for not exercising and being lazy?”.

The reaction of those who saw the commercial reveals that Coca Cola has done wrong. People are saying that this project is not a true responsible action of Coca Cola, it is merely another golden advertisement to increase its sales and brand awareness. One of the Youtube viewers even say “The world would be a better place without Coca Cola”. Also, a consumer-revised, Honest Version of Coming Together was made by one of Youtube vloggers, that actually tells people “Do not drink Coca Cola” to those who are in risk of having obesity.

The new commercial of Coca Cola is not a good example of how brands should take social responsibilities about what they have done. This is not going to influence people about the world health issues, or decrease the number of obesity.

Mercedes Benz. The ultimate symbol of wealth, luxury, fame. As one of the top most expensive, luxurious, favoured automobile brand, Mercedes Benz has been ruling the market for luxury city cars, attracting mostly the market segment aged late 30 to 50’s businessmen who love to spend their money on their rides. However, with its competition, such as Audi and BMW, expanding to reach new segment that is younger and more modern, Benz is now tightened up to its throat to launch a new line of car that is competitive enough to overcome the new Audi A3 and BMW 4-Serie. To reach further into the younger generation, Benz is “exploiting the power of social media“, such as Twitter and Facebook.

The new Mercedes Benz CLA is lower in price and smaller in size, clearly showing that it is targeted towards a younger generation who has less money to spend for cars. The design also signifies the fresh, sharp look of a young professional who just step out of his internship and ready to do some business. Also, the price, estimated to start at $30,000, offers an opportunity to those who never had Benz on their list of car brands to consider for their new purchase, expanding Benz’s target segment in both age and average income size. The new tv commercial of CLA shows that by using a young actor as the main person in the video and showing how his life can be better by riding a CLA. Also, the famous celebrities, such as Usher and Kate Upton, are featured in the commercial to relate more with those who are aged 20 to 30.

Despite that this new market development strategy may be a harm to its brand image as a high-class, luxury car only for rich people, I believe this is Mercedes Benz’s great adaptation to the changing world and market that will sufficiently draw in new consumers who were never reached before and increase the influence of its brand in the market. As a  member of the young generation, I was also attracted by the changed design and price of the new CLA, and perhaps I will consider buying it as my first car.