The Coke Machine by Michael Blanding
Perhaps its not too much of a surprise to find the Coca-Cola Company on the stand for these injustices. In this era of cynicism, its standard practice to believe corporations from Halliburton to ExxonMobil capable of every form of evil, trained by the profit drive of capitalism to turn a blind eye to the worst consequences of their actions. The Coca-Cola Company, however, represents a special case-at once the quintessential example of a giant American multinational corporation through which its possible to explore the excesses of capitalism as a whole and a beloved pop culture symbol that has spent billions of dollars to present an image of wholesomeness and harmony cherished by millions of people around the world. Finding the Coca-Cola Company accused of murder is like finding out Santa Claus is accused of being a pedophile.
So how is it that a company that, in its own words, exists to refresh and benefit everyone it touches now stands accused of drought, disease, exploitation, and murder? To truly understand that contradiction, its necessary to go back to Coca-Colas origins as a cocaine-laced nerve tonic in the turn-of-the-century American South. Its there that the seeds of its inexorable drive to growth were planted, along with the decisions that have allowed it to disavow responsibility for its bottlers around the globe. Thats the essence of Coca-Cola-what one of its legendary executives once called the essence of capitalism.
Michael & Ali Share a Coke
It intrigues me that while campaign slogans remain the same, the messaging and images they use to convey those taglines are very different. The Share-a-Coke campaign, which was first rolled out in Australia a few years back and has been picked up in the US for the summer, was also introduced in the Philippines in
'Share A Coke' Bottles, Campaign Hit U.S.
To access the content of this page and provide you a safer browsing, we need your re-authentication. Keep me logged in. Now you can stay logged in and enjoy all our promotions for a longer time! Thank you for your interest in this site, but we are unable to accept your registration at this time. Don't worry, it happens. We'll send you a link to create a new password.
You can search for your name and create a digital version of a personalized bottle at ShareACoke. Some 1. The new Share a Coke bottles are available at stores nationwide. About Us. Brand Publishing.
When you were a kid, did you ever feel left out because you couldn't find your name on a license plate at one of those souvenir shops? If you have a name that wasn't on the most popular list, then you know what we're talking about. Well, you might soon be revisiting that left-out feeling if you're hoping to be a part of the new Coca-Cola "Share A Coke" marketing campaign of first names printed on the soda labels. The personalized bottles are already receiving backlash in countries like Israel, according to the Washington Post , where Arabic names have been left off the list. But the campaign has backfired in Israel.
Coke has somehow made purchasing a soda a shared experience. And in my case, a spiritual one as well. When I reach into the soda case at Wawa and grab a Coke, I stand in line and ponder the name in my hand. Perhaps it holds the name of relative, an old classmate, or a childhood friend. The bottle suddenly brings back long forgotten memories and friendships, and I find myself saying a prayer for that friend while waiting in line at the register.
Remember me. Forgot your password? Subscribe today to gain access to the every Research Intelligencer article we publish as well as the exclusive daily newsletter, full access to The MediaPost Cases , first-look research and daily insights from Joe Mandese, Editor in Chief. The Share A Coke campaign features Coke bottles on which the brand logo has been replaced by the most popular first names of American teens and Millennials, or other friendly identifiers, like "bestie," "star" and "BFF. More than , Share a Coke campaign posts have been shared across all digital channels since the campaign started in the U. Coke, which always has a strong brand share of voice in digital channels, is showing a campaign share of voice of 0.