How Coca-Cola plans to keep its fizz amid the Western world’s war on sugar

From: http://www.marketingmagazine.co.uk/article/1183260/coca-cola-plans-keep-its-fizz-amid-western-worlds-war-sugar Coca -Cola is the world’s leading Beverage Company that owns and markets four of the world’s most reputable soft drinks. Being one of the most visible corporations, it surely possesses huge potentials and opportunities in business. Nevertheless, during the last decade, the company has been struggling to achieve its business objectives as it was associated with several ethical misconduct as well as questionable behaviors. The article suggests that the origin of all associated ethical issues is based on Coke's “health –haloing” tactic. Due to the fact that consumers are now significantly more educated, the efficiency of CSR marketing of unhealthy products has decreased. Coca-Cola has always been aware of the need to implement CSR as a main element of their marketing strategy. Nevertheless, their actions in the context of transparency have been misleading the consumers believing that the consumption of soft-drinks is part of a healthy lifestyle by not offering enough transparent nutritional information. But social issues as obesity and the war on sugar; have become increasingly important in nowadays society as well as the associated risks of the overconsumption of soft drinks. Therefore the external pressure created by the growing social issue of obesity forced Coca -Cola to reevaluate its marketing approach in terms of health responsible marketing.