Last year, Coca-Cola’s UK and Ireland operations announced a two-year sponsorship deal with the owners of the London Eye, with the general manager expressing hopes that the partnership would “help us play an even greater part in future moments of happiness and celebration in the capital”. However, this has been met with criticism from some, including Malcolm Clark, coordinator of the Children’s Food Campaign, who led a group of volunteers in handing out toothbrushes to children and parents queueing up for their ride on the London Eye in order to raise awareness of the perceived inappropriateness of the sponsorship.
As a result of the deal, each pod of the London Eye is now branded with Coca-Cola, with staff wearing red tops with the brand name on the back and security staff donning Coca-Cola hats. Additionally, the wheel will be lit up in the company’s signature red hue at night. While the sponsorship has been welcomed by some, it has been met with disapproval from others.
Sugaring the pill
The Children’s Food Campaign has raised concerns about the appropriateness of Coca-Cola taking over the sponsorship of the London Eye. The Campaign is against the company in principle and is calling for a tax on sugary drinks and a ban on junk food advertising before 9.00pm. Malcolm Clark, the Campaign’s coordinator, has argued that it is inappropriate for a company linked to obesity, diabetes and poor dental health to be associated with such a prominent landmark.
The debate over the appropriateness of the sponsorship is complex. Some may argue that parents should be responsible for controlling what their children consume and that Coke is just another choice. Others may point out that whoever took on the sponsorship, there would be potential for controversy; as one parent has noted, those who are concerned with climate change may have disapproved of EDF and British Airways, previous sponsors of the wheel.
Coca-Cola is a globally recognised consumer brand, renowned for its high sugar content. In light of the ongoing obesity debate, the company has taken a measured approach to its role, advocating that its drinks should be enjoyed as part of a balanced diet. However, it is widely acknowledged that many individuals struggle to achieve such balance. In response, Coca-Cola has become a signatory to the Responsibility Deal with the government, pledging to reduce the calorie content of its drinks and introducing traffic light labelling. The company has also launched Coke Life, with 89 calories per serving, and smaller cans of its standard Coke. These measures demonstrate Coca-Cola’s commitment to promoting a healthier lifestyle.Coca-Cola has recently taken steps to respond to the obesity debate, introducing a range of products with reduced sugar content. Nevertheless, this has been done in tandem with maintaining their existing brands, allowing customers to still purchase fully sugared Coke in large bottles and cans. This strategy could be perceived as a way for the company to both create healthier options and remain a prominent figure in the market, appealing to both young and old customers. It appears that Coca-Cola is seeking every opportunity to continue to market its brand while developing initiatives that will help to reduce the criticism they have faced
Since its inception in the late 19th century, this company has remained a stalwart of the market, adapting and responding to changes in consumer demand. It began as a “me-too” product, with John Pemberton’s “French Wine Coca” inspired by the successful tonic wine “Vin Mariani”. When the temperance movement gained traction in the southern states of America, Pemberton swiftly replaced the wine with carbonated water. This quick adaptation was a key factor in the company’s enduring success.
War footing
During World War II, Coca-Cola recognized a market opportunity and acted upon it. The company presented itself as a public citizen devoted to the war effort, providing much-needed energy to a fatigued nation and offering sugar to the US military at a reduced price. This secured exclusive contracts with US military bases worldwide, and resulted in 95% of all military soft drink sales going to Coca-Cola. This successful wartime strategy laid the groundwork for the company’s global expansion.
Coca-Cola’s success is due in large part to its shrewd business decisions. From sponsoring the London Eye to positioning its product in front of consumers around the world, the company has been able to maintain its presence in the market. However, organizations such as the Children’s Food Campaign are attempting to reduce the brand’s ubiquity in Britain’s diet.
