Coca-Cola’s anti-obesity crusade highlights the role of corporate responsibility in PR

Coca-Cola, the world’s most valuable brand, last week launched a landmark anti-obesity campaign in the US, kicked off with a two minute spot titled ‘Coming Together.

The ad, which aims to spread the message that the “complex challenge of obesity” is one that concerns everyone – including Coke – and that by coming together, the US population will emerge a healthier, more slender, nation. Continue reading

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It’s all about brand management

Image credit:  John Keogh

Image credit: John Keogh

How big brands are getting into the organic act – and managing their brands

“I like to try independent shops, and it was really very nice with great coffee,” she said. “But when I got home, I looked it up and discovered it was (readers, take a big breath here) a chain.” Continue reading