This Campaign for Diabetes and Health Urges Brand Transparency
Laura McQuarrie — September 24, 2015 — Lifestyle
References: cspinet.org & en.yibada
The 'Share a Coke' campaign from Coca-Cola has been around for years now, but the Center for Science in the Public Interest was recently inspired by the initiative to create a new campaign for diabetes and the advocacy of other important health issues.
On the Share a Coke website, the public is able to type in the name and purchase a personalized soda bottle. CSPI went to the site and tried inputting words like "obesity," "tooth decay" and "diabetes" to be printed on the bottles. As one might expect, these words are rejected by the database as Coca-Cola does not want to be associated with these negative health conditions. However, a feature that lets users suggest words to be added to the database resulted in CSPI successfully creating a bottle printed with "Obesity."
In order to challenge the brand's core messaging, CSPI launched a social campaign with the #ShareHonesty tag in order to urge big brands like Coca-Cola to be more transparent about products and their impact on health.
On the Share a Coke website, the public is able to type in the name and purchase a personalized soda bottle. CSPI went to the site and tried inputting words like "obesity," "tooth decay" and "diabetes" to be printed on the bottles. As one might expect, these words are rejected by the database as Coca-Cola does not want to be associated with these negative health conditions. However, a feature that lets users suggest words to be added to the database resulted in CSPI successfully creating a bottle printed with "Obesity."
In order to challenge the brand's core messaging, CSPI launched a social campaign with the #ShareHonesty tag in order to urge big brands like Coca-Cola to be more transparent about products and their impact on health.
Trend Themes
1. Transparency Campaigns - Creating campaigns to urge brands to be transparent about products and their impact on health can be a disruptive innovation opportunity.
2. Anti-obesity Campaigns - Creating campaigns to fight against obesity can be a disruptive innovation opportunity.
3. Personalized Health Products - Creating personalized health products that are transparent and do not contribute to negative health conditions can be a disruptive innovation opportunity.
Industry Implications
1. Beverage Industry - Urge beverage companies to be transparent about their product offerings to consumers and create healthier alternatives can be a disruptive innovation opportunity.
2. Health Food Industry - Creating personalized health products that have transparent health benefits can be a disruptive innovation opportunity.
3. Health Awareness Industry - Create anti-obesity campaigns and promote awareness about the impact of unhealthy products can be a disruptive innovation opportunity.
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