Coca-Cola’s Polar Bears
Nov 1st, 2011 by Sarah Zhou
This Coca Cola Commercial that was brought to my attention by my TA really had me giving my applause to the Coca Cola Company. The commercial starts with polar bears in the arctic struggling for survival due to the drastic global warming. Coca cola then talks about the company’s involvement with the World Wild Fund and donation that the company plans to make, which finally leads into their product of Coca Cola which will have a different packaging as a symbol of their commitment.
Although I am not a big fan of this drink, after watching this commercial, it had made me want to buy Coca Cola as a support of the polar bears. This shows that demonstrating and emphasizing the company’s corporate responsibility to the public can be a very powerful marketing tool. It not only builds great reputation for the company but also makes its consumers feel self-satisfied in a way as if they had contributed to their surroundings. Marketing using corporate responsibility is an effective tactics that is used by many corporations in various industries. However, it raises concerns whether if the company really does care about the environment or just doing so to make more money. In any case, despite the motivation behind, companies are still doing something good for the planet