Coke Zero

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.