1.
It was smart for the Coca-Cola Company to use different strategies in different
countries. For example, it was
appropriate to position Coke Zero as a “diet drink” in Europe because Europe
does not have high levels of obesity compared to North America. In North
America, positioning Coke Zero as a “low calorie drink” rather than a “diet
drink” fits better because it could be perceived as offensive by the American
people giving them the idea that the implication is that they should go on a
diet. Plus, the positioning of Coke Zero as a “low calorie drink” is more
favorable in North America in terms of how people view their body image and
health. For many, the word “diet” sends a mental image of a “fat” or a heavier
body type perhaps sometimes even just a more feminine body type. This being the
case, it is less likely that guys would purchase these drinks since they are
perceived to be less likely to diet.
2.
I do not think that the creation of the “fake blog” was unethical. It was a
quick way to what people thought about Zero Coke Movement. Although it
generated some controversy, the Coke Zero Movement made its name across the
globe and it probably benefited from the negative comments by finding a
solution to their problem(s).
3.
Here is an example of Diet Pepsi’s promotion failure:
The
problem with Diet Pepsi’s promotion is that the new can’s appearance launched
just in time for fashion week. According to Pepsi, the can was supposed to be a
“symbol
of beautiful, confident women” but instead it created controversy about body
image and beauty. The tall and skinny appearance of the can, plus the fact that
the new can’s appearance was mindfully launched for fashion week made it seem
as if one is considered beautiful if they are tall and skinny instead of
overweight. Pepsi’s goal to promote a healthy diet drink definitely took a
wrong turn; consequently, this promotion offended the National Eating Disorders
Association.
