The Coca-Cola Japanese Red Cross Charity Soda Machines are Donation-Ready
Omar Yusuf — July 8, 2011 — Marketing
References: jrc.or.jp & japantrends
With the highest number of vending machines per capita in the world, Japan is the most obvious target of a new Coca-Cola Japanese Red Cross which hopes to bring 'donation-ready' soda machines to the land of the East.
Although the news reports have waned, Japan is still reeling from the one-two punch of March’s devastating earthquake and tsunami. In light of the disaster, Coca-Cola is offering customers the opportunity to donate either ¥10 (approximately 1.2 U.S cents) or ¥100 (approximately $1.2) while purchasing their favorite soft drink by simply hitting the new 'donation button.' However, don’t expect a reward for your generosity -- a loud, bubbly Japanese voice will thank you for your donation, but that’s it.
With 100% of the proceeds going toward people in affected regions like Fukushima and Iwate, the Coca-Cola Japanese Red Cross shows the former company's impressive steps to establish a more responsible, positive reputation among large corporations.
Although the news reports have waned, Japan is still reeling from the one-two punch of March’s devastating earthquake and tsunami. In light of the disaster, Coca-Cola is offering customers the opportunity to donate either ¥10 (approximately 1.2 U.S cents) or ¥100 (approximately $1.2) while purchasing their favorite soft drink by simply hitting the new 'donation button.' However, don’t expect a reward for your generosity -- a loud, bubbly Japanese voice will thank you for your donation, but that’s it.
With 100% of the proceeds going toward people in affected regions like Fukushima and Iwate, the Coca-Cola Japanese Red Cross shows the former company's impressive steps to establish a more responsible, positive reputation among large corporations.
Trend Themes
1. Donation-ready Vending Machines - The trend of donation-ready vending machines presents a disruptive innovation opportunity to create socially responsible business models.
2. Localized Disaster Relief Initiatives - The trend of localized disaster relief initiatives offers a disruptive innovation opportunity to support communities in need while also building positive brand reputation.
3. Corporate Social Responsibility - The trend of corporate social responsibility in large corporations provides a disruptive innovation opportunity to create meaningful impact and improve public perception.
Industry Implications
1. Beverage Vending Industry - The beverage vending industry can leverage the donation-ready vending machines trend to not only drive sales but also contribute to charitable causes.
2. Humanitarian Aid Industry - The humanitarian aid industry can embrace the trend of localized disaster relief initiatives to efficiently deliver assistance to affected regions and engage stakeholders.
3. Corporate Branding Industry - The corporate branding industry can capitalize on the trend of corporate social responsibility to help companies enhance their reputation and connect with socially conscious consumers.
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