Discuss the publics, objectives, strategies and tactics of “coming together
campaign” evaluate the strategies and tactics used to achieve the objectives.
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Case Study (50 Marks) “COMING TOGETHER” TO FIGHT OBESITY How many fun ways are there to burn off 140 calories? Many—at least according to a television commercial placed by Coca-Cola in January 2013 designed to remind drinkers of its regular sodas that they can fight obesity by “coming together” by engaging in activities such as dancing, walking, laughing, and playing sports. Another longer commercial was more serious in tone, offering more details on the ways in which the international corporation was trying to respond to concerns about increasing obesity through different product lines, calorie information, and activity promotion. The commercials ran on a host of broadcast and cable entertainment and news and before the 2013 Super Bowl game; in addition, newspaper ads, press interviews, and special events were employed. A “Serious, Complex Problem” The statistics about increasing individual weights in the United States and around the world were alarming—one in three adults and about one in six children and teens considered to be not just overweight but medically obese, many also affected by related illness such as diabetes. New York City Mayor Michael Bloomberg sought to impose a cap on the size of soft drinks sold at regulated outlets in the city. After a United Nations report identified Mexico as the nation with the most overweight citizens, Mexican President Enrique Peña Nieto proposed enactment of a soda tax on sales of colas in his country where sodas are widely popular. The multinational corporation’s 2011/2012 Sustainability Report had identified the global problem of obesity as a “serious, complex problem.” According to the report, “As the world becomes more concerned about the Page 2 of 7 public health consequences of obesity, some researchers and health advocates have unfairly blamed the consumption of sugar-sweetened beverages as the cause.” The world’s largest beverage company, Coca-Cola markets more than 500 brands in more than 200 countries. Its Web site says it is the world leader in sales of sparkling beverages, ready-to-drink juice and juice drinks, and ready-to-drink coffee. Fortune magazine recognized it as the sixth most admired company in 2014. The Corporate Response Coke said it planned to work with a variety of governmental and private groups to address obesity in six ways: “We use evidence-based science. We innovate. We provide hydration choices and educate consumers about them. We inform with transparency. We market responsibly. We promote active, healthy living.” Consumers would be offered more informed choices about its products and on encouraging healthy lifestyles by partnering with other
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