Public Relation Campaigns of Coca-Cola

6 min readSep 20, 2021

Coca-Cola is an American-based multinational company founded in 1886 (Brondoni, 2019, p17 (1)). The major product of Coca-Cola Company is coke, which is a carbonated soft drink and is manufactured by the Coca-Cola Company. The company is dealing with and manufacturing products that are unhealthy for people. But being an international brand, the company is looking towards the manufacture of water bottles and other drinking options for the peoples including sports person as well.

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There have been different public relations campaigns by the Coca-Cola Company to attract most of the consumers. There were campaigns such as for Rio 2016 Summer Olympics Games (Vincent, et al., 2019, p2 ()). And, in 2019, there was a movement known as the moment is a happiness campaign in the US (Serodio, et al., 2020, p23 (14).

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These were the campaign given by the Coca-Cola Company, to suggest to people that they can have the products of Coca-Cola, which are healthier for their health. However, the company is manufacturing products that are somewhere unhealthy.

Strengths

Teenage buyers during sports events

The major strength for the Coca-Cola Company is teenage buyers. They can buy the product without having much consideration regarding their health benefits. in this manner, the campaigns of Coca-Cola company influence teens because of the taste and modern ideas to go for the advertising campaign to make the better public relations with the consumers. These products include the health risk because these are sugary products.

Well-known Product

Due to its dominance in the market, the Coca-Cola Company is having non-alcoholic (Glavey, 2019, p134 (5)). The beverages are based on sugary products and are not much harmful as alcohol is to the health. Therefore, there is a huge business to the brand name of the Coca-Cola Company as well as the taste.

Diversified Options during campaigns

Coca-Cola Company has a diversified product portfolio where there are carbonated soft drinks, juice drinks, bottled waters, sports drinks, energy drinks, tea, and coffee as well as other alternative drinks. There are great options that are available for most of the consumers of the Coca-Cola Company. Along with this, this becomes a major strength of the company where the company can offer beverages that are based on different categories. This becomes the strength in making the public relations.

Huge Network to set public relations

Moreover, there is another strand of public relations for the Coca-Cola Company. There is a huge network of the company to allow reaching most of the clients wherever they live all around the globe (Wood, et al., 2020, p4 (5)). There is no single distribution of the product in any particular country, rather the company moves towards the 1.9 billion servings in a single day.

It shows that the Coca-Cola Company beats the competitors in getting better public relationships which becomes the strength for the company to be among the competitors and get most of the success in the market during PR campaigns.

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Weaknesses

Unhealthy drink promotion

According to the International Journal of Environmental Research and public health, it has been declared that the products of the Coca-Cola Company are majorly riskier for health (Serodio, et al., 2020, p23 (14)). The major weakness for the Coca-Cola Company to go for the public relations campaign is to promote sugary products that are unhealthy for the people.

Moreover, the company is attracting teenage customers to go for it. The major teenage customers and this is the reason where the international organizations also condemned the steps of the Coca-Cola Company that become the weakness of the management to make the strategy and go for the public relations.

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However, the company should move towards strategies that are based on the knowledge and promotion of the products that are beneficial and healthy for the paper. Taking, for instance, Coca-Cola Company could have moved towards the use of healthy water, drinks bottles. Also, the company could go for the use of the sports drink to increase the energy and play better games. On the other side, the company went on doing campaigns to make better public relationships confirming, that they are going towards sugary products rather than the promotion of the healthy product.

Although the company is going towards the best campaign to attract the customers to buy their product the campaigns are based on sports events (Ahmed, et al., 2019, p3 (2)). Through sports events, coca-cola is not moving towards every corner of the world. If the company can increase the supply chain of the product, then the staff of the company can go for the strategy. Then, it becomes the weakness of the company in making the public relations to make the campaigns and go for the public and increase the communication with the public to make the stronger relations. Nevertheless, the company is busy going towards the major sports events and other events to promote the products.

Against Ethical consideration

Edward Bernays in 1920 highlighted public relations to get the crystallized public opinion (Bernays, 2015, p2 (2)). It means the opinion should be neutral and based on facts. The issue also raises the ethical point where the public company. His statement shows that Coca-Cola is not concerned about the health of the public. And, there was no Crystal Clear opinion of the public because people look van towards the face of the company, rather than the risk related to the drink.

In conclusion, it became the major weakness. So, the campaign and was criticized by major people and organizations for not including healthy products. Rather, it is to give the sense to the teenagers, that the Coca-Cola products are safe for them. And there is no ethical consideration for giving the idea that sugary products are safe to drink.

Recommendations

§ Must promote the healthy drinks products to strengthens public relations

§ Must go for the better strategies to reach the people without participating in events such as sports events

§ Workers of the company should be sent to get the response from the clients to know their feedback for the Coca-Cola products

References

Ahmed, E., Khan, A. W., & Minhas, S. (2019). Role of Organizational Public Relations in Image Building of Publics: A Case Study of Coca Cola Pakistan. Global Regional Review, IV, 95–104.

Askinazi, A. A. (2019). 4PS MARKETING THEORY ON THE EXAMPLES OF COCA-COLA SUCCESSFUL AND UNSUCCESSFULPR CAMPAIGNS. Н а у ч н ы й р е д а к т о р–профессор НЛ Соколова Р е д а к ц и о н н а я к о л л е г и я: старший преподаватель кафедры ТиПИЯ АА Баталов; специалист по учебно-методической работе НИРС ТИ Ларкина, 84.

Bernays, E. L. (2015). Biography of an Idea: The Founding Principles of Public Relations. Open Road Media.

Brondoni, S. M. (2019). Shareowners, Stakeholders & the Global Oversize Economy. The Coca-Cola Company Case. Symphonya. Emerging Issues in Management, (1), 16–27.

Chua, J. Y., Kee, D. M. H., Alhamlan, H. A., Lim, P. Y., Lim, Q. Y., Lim, X. Y., & Singh, N. (2020). Challenges and solutions: A case study of Coca-Cola company. Journal of the Community Development in Asia (JCDA), 3(2), 43–54.

Glavey, B. (2019). Having a Coke with you is even more fun than ideology critique. PMLA/Publications of the Modern Language Association of America, 134(5), 996–1011.

Jugenheimer, D. W., Kelley, L. D., Hudson, J., & Bradley, S. (2015). Advertising and public relations research. Routledge.

Lipták, L., & Prónay, S. Using controversial values in CSR communication–analysing the Coca-Cola# loveislove campaign.