Coca-Cola has a good excuse too!
We’re used to seeing advertisements created for public awareness on social causes or issues, sometimes allowing a company a chance to redo their brand image in the eyes of consumers. But it might be the first time that advertising has been pulled for a good cause – Coca Cola announced Tuesday that it will not be spending any money on advertising starting on November 18 until further notice. Instead, the global company will be spending that money on relief efforts in the Philippines after Typhoon Haiyan.
“Any committed advertising space will be redirected to the relief and rebuilding efforts for the people in Visayas,”Coca-Cola’s statement read.
Coca-Cola has already donated more than $2.5 million in cash and nearly $600,000 in bottled water, and $1 million through the American National Red Cross. Coca Cola isn’t the first brand to donate to relief work in the Philippines. But their method of advertising the contribution they are making is notable – a ‘non-advertisement’ wherein the ads are supposed to be conspicuous by their absence. This generous move can be seen as an attempt at good publicity to perhaps boost business on their end while raising money for relief work to people who need it.
A well-executed rebrand such as Coca-Cola can allow your company to reflect current market dynamics and gain competitive advantage, accelerate pipeline performance and become a leading voice in your industry. By revisiting your brand messaging, you can potentially outperform competitors in terms of reputation.
Kudos to Coca-Cola!