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Wednesday, 27 November 2013

Coca-Cola to donate advertising spend to typhoon relief


It is incredibly rare to see a meme on the underdog site, reddit, praising the actions of a global giant. So when the above meme appeared on the forum, it was hard not to notice. Although discussion on the topic varies from critique to compliment, the commitment made by the company in support of the victims of Typhoon Haiyan is significant.

From 18 November, all media from Coca-Cola has been pulled in the Philippine area, with all efforts being directed to relief work. Coca-Cola stated “Any committed advertising space will be redirected to the relief and rebuilding efforts for the people in Visayas.” As well as this, Coca-Cola has already donated $2.5 million cash to relief efforts.

As one of the biggest advertisers in the region, Coca-Cola has not only dominance, but also responsibility to the community. Their swift action has not only demonstrated dedication, but also incredible marketing strategy. I know it’s probably very inapt to analyse the marketing tactics behind such a tragedy – but being a good brand means being a good neighbour. In this situation, where your brand has usually relied on the patronage of the people, it’s only right to give back when the people are in need.

Make a donation to the Typhoon Haiyan Appeal with the Red Cross.

Hongi Luo
Current student in the Master of Marketing program at the University of Sydney Business School.

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