In response to classmate Kate Gao’s September blogpost about greenwashing terms, Coca-Cola literally greenwashes an entire neighbourhood in Lithuania through their Roll Out Happiness stunt, part of their Where Will Happiness Strike Next? campaign. Watch as a whimsical Coca-Cola truck temporarily installs some green turf along with a vending machine that dispenses free Coke when people took off their shoes.
https://www.youtube.com/watch?v=6Ih0Drtuufc
While perhaps this stunt was not meant to greenwash, it effectively associates the Coca Cola brand with a few things: happiness, the outdoors, and ultimately, the colour green. The campaign targets the behavioural aspect of consumer attitude in order to influence consumer buying behaviour.
Personally, I associate the colour green with the following terms: natural, healthy, outdoors, calm, growth, and uplifting. In contrast, when I think about Coca Cola, these terms come to mind: red, sugar, refreshing, energy, and happiness. By default, green and Coca Cola’s signature red are opposites of each other on the colour wheel. However, Coca Cola’s green initiatives and campaigns try to merge the different positive associations of both colours under its own brand. These campaigns aim to maintain the core values of the brand while jumping onto the larger bandwagons of healthy eating and sustainability.
A recent ad for Coca-Cola made by Johnny Kelly, the creator behind Chipotle’s popular Back to the Start campaign, equates happiness, movement, and Coca-Cola – these are ultimately the brand associations Coca-Cola wants.
https://www.youtube.com/watch?v=zkzFLkUA97A
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