Advertising Age reports Coca-Cola's intent to latch onto sustainability marketing. And I think Coca-Cola's new format of promotion is a great idea. However, I wonder how effective Coca-Cola will utilize its new platform. It's one thing to make promises about backing sustainability efforts and another actually support them.
Overall, I think Coca-Cola will really have to beef up its corporate communication processes. Coca-Cola could do this in several ways. It could set up a corporate blog highlighting its efforts, utilize online video by showing action in local communities or reach out to influencers talking about the environment. There are thousands of environmentally conscious consumers blogging about the environment. For instance, Gristmill is an excellent blog to read if you want to learn more about the environment. And Coca-Cola should make it a priority to reach out to influential bloggers. Additionally, I think Coca-Cola could really benefit by using a grassroots approach to generate positive WOM (Word of Mouth). For example, Coca-Cola should do more to promote recycling at a local level. I'm always reading about great things that companies do, however, rarely am I able to partake in such a initiatives.
I would like to see for myself what Coca-Cola has planned and not just read about it.
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