Question

Examine the launch of Coke Life from an ethical perspective.

Answer 1

From an ethical perspective, I believe that the launching of coke's life was okay. Coke's life was introduced to give the customers a taste of what they preferred. The brand was to be free from artificial sweeteners as well as have health benefits. The brand was expected to be part of the on-going campaigns in fighting obesity. However, health campaigners claimed that what the company advertised was different from the actual component in the brand. The company had reduced sugar as ten teaspoons for every 600ml bottle, which was a small difference with the original brand. There was no notable difference between coke's life and the original brand.

Health officials further claimed that the beverage was sugar-sweetened and contained a high amount of sugar. There is no difference between the product and the original brand; the company had thus failed to adhere to its commitment in the fight against obesity by reducing the high sugar content brands. Health professionals referred to launching the brand as greenwashing. Further, health campaigners claimed that launching of the product was meant to make a product that is unhealthy to look healthy. The launch would confuse the customer who was made to think that the was an option for low energy when in the real sense, it was a health risk in waiting. Claiming that coke's life would help in solving the obesity problems was irony by itself. This was a tactic of the company to just act responsible and prove to the world that they are health-conscious while in the real sense, they are not.

However, some of the major players in the industry believed that the launch of the coke brand was a good move and a way of remaining innovative. The chief executive officer in the Australian beverage council said they applauded the move by Coca Cola claiming that it was a positive way of responding to the demands of the customers for a beverage that is stevia-sweetened.

It is also worth noting that the company that The Coca-Cola company exaggerated the functional benefits of coke life as they were launching it in the market. The company further neglected all the symbolic benefits of coke's life. The move was not ethical as the customers were given misleading information. Launching the product and giving it a brand name of the natural and healthy brand was not ethical. The brand component did not contain the component and products as it was in the advertisement. Further, the drink did not have the health benefits as the company had said. The company failed to follow and adhere to the agreement with the UK. Government. In addition to this, the drink would not play any part in reducing the obesity issue and the rise of diabetes cases. I believe that introducing the new brand was a way of increasing its sales and profit rather than satisfying the needs of the customers. TCCC had no health concerns about the customers.