Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management.

Description: A commercial featuring workers wearing shirts bearing the logos of Coca-Cola, Keurig Dr Pepper and PepsiCo and talking about the recyclability of plastic beverage bottles has been determined to be “aspirational” in part, and will be modified. Titled “Back To One,” the spot in question—which makes environmental-benefit claims related to the American Beverage Association’s (ABA) Every Bottle Back Initiative—has run on national cable television channels and the ABA website.


Date: Mar 20, 2023


Questions for discussion:

  • What are the social and ethical issues here?
  • Do you think the ad is misleading?
  • How would you modify the message in the next ad?

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