Coca Cola's PR Offensive

In a continuation of Sara’s blog from 10/24/06 Celebrity Endorsements that Matter, Coca Cola has engaged in celebrity endorsements in India to help sway public opinion back in the soft drink maker’s favor after several years of bad publicity. Beginning in 2003, both Coke and Pepsi came under fire in India for having high levels of pesticides present in their canned/ bottled sodas. The most recent contamination scare for Coke occurred this past August, and it was highly publicized by a consumer interest group. Testing later showed that the beverage complied with Indian regulations.

Coke immediately went on the offensive, circulating newspaper ads from company-owned and independent bottlers swearing to the safety of their product, employing researchers and opinion leaders to talk to community members, and hiring Indian celebrities to endorse Coke. Aamir Kahn, one of the most famous Indian movie stars, is working for Coke, doing print and commercial ads to renew the public’s faith in Coke. Some locals are buying into it, explaining that the actor is very selective in his roles. They feel that if Kahn is willing to endorse the product, it must be safe.

Soft drink companies have a large interest in India and other Asian countries. The companies are suffering financial losses from a movement away from the sugar-laden drinks in America and hope to increase sales by expanding their market penetration in new parts of the world.

Another prominent celebrity endorsement enjoying some hype right now is that of Al Gore in An Inconvenient Truth. The movie was just released on DVD, and audiences either love it or hate it. Supporters claim that Gore is publicizing a very real threat, while opponents question Gore’s scientific credentials and play it off as liberal propaganda.

What’s your opinion on the use of celebrity endorsements in public relations campaigns, especially in tense or controversial situations? Are they effective ways to get out your message? Do the politics involved with celebrity endorsements do more harm than good, or is any publicity good publicity? Do celebrities engage in these actions for a glimpse of the limelight, or do you think they truly feel passionate about these causes? What else could Coca Cola have done to repair its reputation?

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