In this post, I will be responding to the blog by Lauren Chimko entitled “Are Soft Drinks the Cigarettes of 2012”.
In her posting, she spoke about Coca Cola and Pepsi and how their products potentially are associated with causing cancer. Unless these mega soft drink providers changed their manufacturing process, they would need to change their packagings labels to indicate that their brands cause cancer. For both Coca Cola and Pepsi, the decision was clear, avoid the new labels by accepting the new manufacturing process. Besides, the change in this process would only cost millions, and who knows how much more the new packaging could affect publicity and their brand image? Ultimately, sales would drop drastically and consumers would begin switching to other beverage alternatives, such as bottled water or juice. Ironically however, both Coca Cola and Pepsi own most substitute beverages, so only the direct cola sales would decrease.
I find it interesting how influential packaging can be. Simply because these brands were being warned of having to change their packaging to include a logo signifying cancer, they changed their entire manufacturing process. This shows how much these brands care about their carefully constructed brand image. When someone buys a Coca Cola or a Pepsi, they aren’t necessarily buying the exceptional taste that these brands provide, rather, they’re buying the brands and everything that the brands are linked with and believe in. If consumers were given the opportunity to doubt their beloved brands and ethics, they would begin searching for alternatives, such as the “no-name” brand colas or substitutes. Thus, it is easy to see why Coca Cola and Pepsi were so keen on going ahead with the alternate manufacturing process. If they didn’t, consumers would begin aligning these “friendly” brands with cigarette companies packaging, which would surely have a negative impact on them in the long-run.
http://www.montrealgazette.com/health/Coke+Pepsi+change+production+process+California+after+cancer+warning/6277328/story.html
