The customary full-page ad apology in the Wall Street Journal with a recent Wall Street Journal op-ed with a pseudo Coca-Cola apology caught our eye. We took to the airwaves on The Heart Of Marketing to dive directly into the fray with our first pillar of heart marketing – transparency and authenticity equal trust. Where’s the trust in the beverage wars? Did you even know there are 12 teaspoons of sugar in a Coke? Gasp! We may as well add Pepsi to the fray of this discussion, and it’s disheartening to think just how many people love the McDonald’s Coca-Cola fountain beverage flavor. How many adults do you know who hit the drive through for that Coke?
This episode is about the latest spin control by Coke to apologize for putting 12 teaspoons of sugar in their sugared beverage. What’s more fuel in the fire? It seems like the beverage companies can’t get enough from activists who, rightly so, are attacking the monsters and demanding more healthful products. There have been a variety of public relations disasters with beverage companies trying to align healthy pop to lifestyle, too. It’s not so transparent, is it?
As these beverage behemoths grapple with 10-year declining sales and growing consensus that sugary drinks promote disease, the pressure is on to come clean, literally, with customers and ‘do better.’
What are the benefits of transparency in business, anyway? Should your company care about being real and truthful to customers and stakeholders? We take a look at what it means to build customer loyalty with transparency as a pillar of heart marketing. Perhaps you can take a few lessons for your business from the errors in the beverage world.
Show Notes and Resources