Coca Cola Coca-Cola: Corporate Social Business Proposal

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This modeled on the precedent here for healthy charitable contribution to active-living initiatives. Accordingly, from its $82 million raised in philanthropic funds, "$6.7 million or 18% was directed to innovative physical activity and nutrition education programs, ranging from the restoration of walking trails and biking paths through the National Park Foundation to support for the Great Fun2Run Program, a curriculum-based program in England that guides teachers, students and their families on the benefits of healthier active lifestyles." (CCC, 1) This constitutes a significant counterpoint to the way it is seen today, largely as a major contributor to this crisis.

According to the 2009 published outline of its intended role as a more ethically oriented corporate entity, Coca-Cola reports that "we aspire to help people around the world lead active healthy lives through the variety and availability of the beverages we produce; our assortment of package sizes; the ingredient, nutrition and health information we provide; our responsible marketing practices; and our support for physical activity programs.

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We also support health and wellness education programs in certain countries around the world to help empower consumers to achieve active healthy lifestyles." (CCC1, 13)

The primary imperative for the research here is to connect this imperative more explicitly with Coca-Cola products and with the Coca-Cola brand. Other suggestions worth exploring are such transitional forays as the entrance into sportswear marketing, where Coca-Cola could expand the association of our logo from the soft-drink and associated beverages and snacks with the active, healthy lifestyle that Coca-Cola wishes to promote. This should produce a new marketing campaign in which Coca-Cola, and associated beverages and snacks, may be more explicitly connected to engagement in sporting events and outdoor community activities.

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