Social Listening!

 Coca-cola

I am interested in this brand because I am an avid consumer of this product :)

Coca- cola’s value proposition is phrased “The coke side of life”. Sources explain it is an enjoyable, comfortable, and sociable environment when one consumes a coca-cola product.

Coca-cola posted some videos promoting employee training videos. This company was trying to promote employer training courses on the topic of confronting racism. I personally believe they were just trying to test out a particular outlet to be an active ally in today's political climate.

You would think 'the people' would be all it right? wrong! Coca-cola experienced major blacklash.

The video above is just one of many consumers that interpreted Coca-cola's efforts in a bad light. I saw this type of negative consumer behavior mainly on Facebook and news article. I myslef did not hear about this coca-cola incident until a cowrker mentioned it.

The following screenshot is a comment left on the video above. In simple terms the comment expressed that they will no longer be standing by coke and switch to a close competitor instead. The why is questionable- I say this because I wonder if their only source this video or have they done their own research on the topic?

The NYPost, along with many other new outlets, wrote an article pretaining to the coca-cola inncident. They even went as far as reaching out to the company for answers.

I believe coca-cola marketed this in hopes to engage consumers to start conversations on the abundance of racial issues that people of color face everyday. I think they were trying to be apart of a much needed movement and were misinterpreted by some consumers that took the topic out of porportion.

Coca-cola denied that the training was mandatory. They also claimed  that  they were unaware that some  of the videos were edited in such a way. Right and wrong is a very blurred line these days and all they can do is  stand up for what  they feel is right for their brand.

If i'm being honest I have no clue what  I would do if I were in their position. It’s really hard to own a brand and try to be the “good guy”. Sometimes it feels like no matter what side you pick it's the wrong side- not just in politics. 

That marketing your  thought process doesn’t always go as planned. Market research is super important when it comes to knowing your consumer. In this case with a brand like coca-cola it can be really hard considering how widely known they are.