Accounting CASE ASSIGNMENT COKE

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CASE ASSIGNMENT: COKE ZERO
Do Real Men Drink Diet Coke?
When a couple of marketing managers for Coca-Cola told attorney Elizabeth Finn Johnson that they wanted to sue their
Coke Zero colleagues for “taste infringement,” she was baffled. She tried to talk them out of it, but they were
determined. They argued that Coca-Cola Classic should be protected from the age discrimination it would suffer with the
introduction of a newer, younger soft drink that tasted exactly the same as the original. Frustrated, Finn Johnson held up
the Coke can and shouted, “It’s not a person! Title VII doesn’t cover these things!”
What she didn’t know was that the marketing managers were actors. Hidden cameras had been planted around
the meeting room to capture the reactions of several unsuspecting attorneys who had been asked to consider the case,
including an immigration lawyer who was asked if he could get the Coke Zero marketing head deported back to Canada.
The short videos were strategically placed on websites like YouTube.com to promote Coke Zero as the hip, new
alternative to Diet Coke for men.
The Coca-Cola Company knows it has to be creative if it’s going to sell more soda after sales dropped two years
in a row in 2005 and 2006. Morgan Stanley analyst Bill Pecoriello explains, “Consumers are becoming ever more health-
conscious, and the image of regular carbonated soft drinks is deteriorating rapidly.” In an attempt to appeal to
consumers concerned with nutrition, Coke introduced Diet Coke Plus in 2007, a sweeter version of Diet Coke fortified
with vitamins and minerals. But what they really needed was a way to reach young male consumers, and Diet Coke Plus,
marketed with tag lines like “Your Best Friend Just Got Friendlier!” wasn’t going to do it.
A few new products appealed to certain male demographics, such as Coca-Cola Blak, a cola with coffee essence
created for older, more sophisticated consumers who are willing to pay more, and Full Throttle Blue Demon, an energy
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