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Has socially responsible marketing gone too far?

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James Mccullough
Dec 08, 2017 14:16
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I’m sure I’m not alone in noticing that brands are rushing in bigger numbers to attach themselves to the latest worthy cause or issue in the hope that we think better of them by association, rather than selling themselves on any worthwhile brand benefits.

I even found myself puzzled as to what half the ads that we judged were trying to sell.

This isn’t necessarily a new trend – it just seems to be getting more out of hand.

Everyone can remember when Coco-Cola spectacularly failed to position itself as the ambassador of world peace.

However, I recently saw a lesser-known cola brand try to identify itself as ambassador of tolerance.

Step forward German Brand Ali Cola, which, in its own words, is 'the first cola that comes in a variety of skin colours.

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James Mccullough
Dec 08, 2017 14:16
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