Soda is the new tobacco—the product everyone loves to hate because it’s bad for your health. Yet Coca-Cola just released a new series of ads claiming their product is not bad for your health.
NPR’s Audrey Carlsen looks back over the years at Coke’s claims and ads. Vintage ads from past campaigns demonstrate in retrospect that Coke’s claims are always outrageous, in error and not truthful, but based on sales and the popularity of the product, they’re obviously effective at each point-in-time. Still, Coke’s newest claims have generated a lot of controversy and offended a lot of health advocates.
Whether you’re offended by Coca-Cola's claims of healthiness or not, this look back in time is the perfect advertising time capsule. The lesson here is that your advertising must first speak to the needs and concerns of your customer, not your critics. Your customers don’t live in a bubble, so don’t ignore the critics, but don’t cater to them either. Addressing obesity is the new challenge for soda companies. Coke has adapted, leading the industry into a new, albeit controversial direction. Have you? For the full article, read NPR.Read more Marketing Watch articles.
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