Is Coca-Cola a social enterprise now? Why ‘development’ needs to be more critical with global corporations
When Coca Cola launched its new website Coca Cola Journey a few days ago, marketing and social media experts a nd even j ournalists at the New York Times were full of delight about the future of brand communication : T he company known for decades for promoting its flagship brand as “the pause that refreshes” is refreshing its corporate Web site for a new century, adopting an approach and attitude more akin to a consumer magazine than a business portal. The new design is closer to a magazine, with content for consumers. The company is, of course, Coca-Cola, which plans on Monday to give its site a makeover that executives describe as the most ambitious digital project they have undertaken. And if you visit the website you may think that you arrived at some philanthropic endeavor , a social enterprise or foundation maybe. Smiling non-white children in blue school uniforms (usually one of the best ‘development indicators’...), a corporat...