Overview: Big Soda has been linked to the issue of obesity around the world. In addition, Coca-Cola has been singled out for criticism out for its operations in key emerging markets such as China and India. And, as soft-drink consumption declines, the company must find new and authentic ways to communicate with customers. Coca-Cola is one of the worlds truly iconic brands, however sales of Coca-Cola have been declining as consumers switch to bottled tea, juice, and water. To counteract the negative perception and negative publicity about Big Soda, the company launched its own print ad campaign that featured smaller-format cans and bottles. The challenges facing Coca-Cola provide a case study in the roles of advertising, public relations, and other forms of marketing communication in the marketing program. Because of its status as the worlds largest beverage company and its presence in more than 200 countries, Coca-Cola is often the target of anti-globalization protests. 13-7. Do you believe that soft drinks and other sugared beverages contribute to obesity, diabetes, and other health-related issues? 13-8. Assess Coca-Colas response to the obesity controversy. 13-9. Do you think Coca-Cola and its advertising agencies can develop a compelling new global campaign that acknowledges issues such as obesity? Does it make sense to continue the happiness theme?
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