Unit 4 Case Study Assignment: Coca-Cola: Using Advertising and Public Relations to Respond to a Changing World

Coca-Cola is one of the worlds truly iconic brands, however, sales of Coca-Cola have been declining as consumers switch to bottled tea, juice, and water.

The challenges facing Coca-Cola provide a case study in the roles of advertising, public relations, and other forms of integrated marketing communication.

Please read Case 13-1 Coca-Cola: Using Advertising and Public Relations to Respond to a Changing World in Chapter 13 of your textbook.

Your report should be approximately two pages long in addition to a cover page and a references page.

Respond to the following points in your paper. Use your own desired headings but do not use the whole sentence as a heading. Do not use first or second person pronouns in your paper.

1. Provide an Introduction to the case. (Do not use the heading Introduction.)
2. How did Coca-Cola respond to the obesity controversy? What kind of advertising did they do? What kind of response did they get from that advertising? Explain your answer.
3. Can Coca-Cola and its advertising agencies develop a compelling new global campaign that acknowledges issues such as obesity? Does it make sense to continue the happiness theme? Explain your answer.
4. Conclusion: How do soft drinks and other sugared beverages contribute to obesity, diabetes, and other health-related issues? (Cited references are required when addressing this question.)