A Strategic Communication Campaign on Coca Cola Company 2012 - Essay Example

The Coca cola Company is the world’s largest multinational beverage producer, distributor and retailer in non alcoholic drinks. It is the legal owner of syrup concentrate that is used for the production of over 500 drinks notwithstanding   the ownership of anchor bottler; the Coca – cola Refreshments. Being the world’s most valued brand, the Company’s mission is to ensure that the world is refreshed, inspired towards moments of optimism and happiness, and  making intention on  creating  more value and making a difference.

As such, the Company vision entails making frameworks that guide their business towards sustainable growth. Thus, the company has ensured that their products come in varying shapes, sizes in reference to price tags (Thompson Para 2). In 2012, the Coca cola Company launched a Public Relations (PR) campaign that was aimed at making soda personal in New York City. The aggressive campaign emphasized on the fact that the accessibility and consumption of large soda was meant to be an issue pertaining to personal freedom.

Additionally, the campaign argued that the legislation that had at the time banned the use of large sodas for individuals was only aimed at infringing the right to purchase the much in terms of quantity an individual would afford to buy, as well as, consume (Downs, 4) Essentially, the campaign was organized in response to claims that had been put forward by Mayor Bloomberg. In his argument, Bloomberg noted that the Coca cola Company was producing large quantities’ of sodas that posed numerous health risks to consumers and compelled them to use more money on sodas rather than spending the money on other important issues (Thompson Para 2).

In this regard, the Coca cola Company reacted to the issue through the creation of a new group known as ‘New Yorkers For Beverage Choices’. The main function was to ensure that they would plead with most people who used the internet against giving consent to Mayor Bloomberg who was determined to ban drinks that exceeded 16 ounces (Thompson Para 3). As a matter of fact, the target audiences in this strategic campaign are potential consumers and potential competitors.