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Do the mass-marketing techniques used today allow Coca-Cola to not be completely truthful in their ads by aligning themselves with the attitudes of an era’s youth?

zobia chunara

on 8 June 2010

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Transcript of Coca-Cola

Coca Cola: An American Icon
But Do We Want It To Be?
A Brief History American Nostalgia Scandals El Salvador, 2004 Columbia, 1990 - present India, 2003-present Aspartame Reason for the change: Coke was losing its place with competition for 15 years and the Coke preference decreased.
Coke decide to change its formula.
People really hated the change and thousands called to make consumer complaints- more than 1500 a day.
People stored up on the old Coca Cola and it became a popular subject of nostalgia and rememberance of childhood.

Protest groups: Society for the Preservation of the Real Thing and Old Cola Drinkers of America with 100,000 members rallying to bring back old Coke. Songs were written to honor the old taste. Protesters at a Coca-Cola event in downtown Atlanta in May carried signs with "We want the real thing" and "Our children will never know refreshment."

New Classic Coke Formula 1985 From the beginning, Coca-Cola has used advertisements to align itself with the popular culture of an era, which has allowed it to become one of the most recognized corporate symbols in the world... Late 1800's - 1918 - class divisions/ The American Dream - People want to be these women 1940's Supporting the Allied Cause Peace, Harmony. Equality, Acceptance - El Salvador
- Columbia
- India
- Aspartame "Although a 2003 audit of the refinery had found no child labor, we again verified that it and its supplying mill had sound policies against employing underage youth." In 2005, Coke Said: - Tests on coca-cola products sold in India were found to contain high levels of pesticides.

- As a result of high levels of groundwater extraction by coca-cola bottling plants, many communities are experiencing severe water shortages.

- Water left in the soil was found to be toxic as a result of coca-cola dumping their waste water into fields and rivers.

- In 2004, the new CEO, Neville Isdell, visited the country, but serious changes in Coca-cola workings in India have yet to be made and the company continues to protest all allegations. by: Miranda Lepek and Zobia Chunara -Human Rights Watch released information that the Coca-Cola Company was using 5,000-30,000 children as young as 8 years old for labor in the sugar cane fields in El Salvador.

- Coca-Cola doesn’t actually own any of the fields, but says they are aware of general child labor issues in El Salvador.

- They ignore it because by not owning the fields, they cannot be persecuted for breaking the law.
So basically, Coca-Cola only checked its direct buyers, the mills,
and did not look at where the mills got their raw material from. - An artificial sweetener used in Diet Coke and Coke Zero.

- Possible connections between aspartame and
diseases such as brain tumors, brain lesions and lymphoma.

- At high temperatures, it decomposes into the toxin
formaldehyde, which is also used in the embalming process. - In 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia.

- The drink was first sold at the soda fountain in Pemberton's pharmacy

- Business man Asa Candler bought the formula in 1887 and through an aggressive marketing campaign, made it one of the most popular "fountain drinks" in America. However, has the enormous
success of the company
caused it to exploit its power? - Nine Union Leaders and Friends at the Coca-Cola
bottling plant in Colombia were assassinated from
the 1990s through 2002 .
- Hundreds of workers are stiil reportedly being harassed and then replaced by workers earning 1/3 of the wages the previous workers did. Present Day Commercials tend to be quirky and random or relating to other aspects of pop-culture such as video games and sports stars.

Young people, especially teenagers relate to the ads.

Commercials show an escape: the Happiness Factory safe work environment during the bad economy & the average person wants a taste of that.
Women Independence & Youth
1920s-70s + Since its beginnings selling only nine drinks a day, it has grown to the point where today more than 1.4 billion beverage servings are sold each day. The Future of Coca-Cola Despite its scandals and conflicts with the government, Coca-Cola is here to stay because of the nostalgia that is felt by the mass consumer market which has solidified Coca-Cola’s place as a $50 billion plus global operation. What we, the consumers, have to worry about: Will existing and future corporations follow Coca-Cola's example? Still feeling the love?
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