The importance of labeling products can be seen by students’ ability to recognize various logos and brands by seeing only a small portion of the full picture (as in class). Firms plan out every last detail of packaging in order to make a product as desirable and memorable as possible. Today, all across the world people can recognize the famous Coca Cola and Pepsi logos. Would you still be attracted to that shiny red can of coke if it had a cancer warning stamped across the label? Getting deathly (pun intended!) close to crossing health regulations, Coca Cola and Pepsi have both had to change their manufacturing process in order to avoid the need to have a cancer warning on packaging.
Just how much would these massive soft drink companies suffer, if they had to have a label on their product suggesting that it is linked with cancer? Similar to the tobacco industry, we could expect a general trend away from such soft drinks, with the increase in society’s concern for health taking part as well. But has the damage already been done? Like smokers who disregard the loud warnings on cigarette packages, will current consumers remain loyal to Coca Cola and Pepsi?
Because this potential cancer warning could be disastrous for the firms, they have thus far decided to alter their manufacturing process in order to avoid the requirement for the caution label. A seemingly good decision for both the company and society, but perhaps a long term goal would be engage in societal marketing, and seek to create a new soft drink that is a healthier option overall.