Coke and its Advertisements

Professor Prashant Kale (ISB, Univ of Michigan - Corporate Strategy) very famously said in one of our classes that "What is Coke? Just a brand !!!". And obviously he was right. That brand building takes a lot of effort though and Coke is a master at the same. Hence no doubt they top the list in the Interbrand Ranking of the brands.

Their latest advertisement for Vitamin water is making the waves for the wrong reasons though. In the advertisement Coke "prescribes" about how to call in "sick" and some people just cant take the joke !!!

The wording on Glaceau Vitamin Water - a brand owned by the soft drinks giant - says: "If you've had to use sick days because you've actually been sick, then you're seriously missing out my friend.


"The trick is to stay perky and use sick days to just, erm, not go in."

But the ad has angered a small business group - which has claimed the label is "irresponsible and ill-timed".

However on the other hand Coke, Pepsi and Dr. Pepper have got together (now that's a new one) and created an ad campaign against obesity amongst US teens (thanks to Mrs Obama) and are talking about taking the calories out of the schools !!! See the ad to believe it.



"Rivals" TV Ad from American Beverage Association on Vimeo.