Earlier this month, The Coca-Cola Co KO removed its logo from cans of coke in the Middle East and replaced it with a message that read "Labels are for cans, not people." The campaign ran during Ramadan, an Islamic festival that takes place from June 17 to July 17. Overall, Coke's decision to pair marketing with social activism appeared to be a success, as the campaign quickly made its way through social media.
Smart Marketing Or Soap Box?
Many big corporations have used a global issue to drive their marketing campaigns much like Coca-Cola did, but the results haven't always been so positive.
Trying to drive social change can have big rewards as it gets consumers to associate a company's brand with positive influence. However, firms also run the risk of seeming insincere, hypocritical and even uninformed if their campaign is a failure.
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