Consumers research Executive Director Will Hild explains how the group is calling out “woke companies’ in a brand new initiative.
Consumers Research, an educational nonprofit that provides information about consumers, has announced a series of brand new marketing initiatives aimed at Coca-Cola for the company’s “woke” stories about politics.
The new campaigns consist of ads that will be aired in Atlanta as well as a brand new website named AlwaysWokaCola.com as well as mobile billboards connected to trucks that will be driving around the headquarters of Coca-Cola, its museum, and The Georgia State Capitol over the next 28 days – form part of the organization’s ongoing seven-figure ad campaign targeting “woke” businesses.
“Today we’re the first to launch AlwaysWokaCola.com as well as the accompanying advertisements as a satirical rebuke to Coke to pay attention to their customers, not on woke lawmakers,” Will Hild, the director for Consumers’ research stated to FOX Business on Thursday.
The ads spotlight Coca-Cola’s role in its impact on the United States obesity problem; The report says that Coca-Cola along with other major U.S. brand names lobbied against legislation that aims to prohibit companies from employing laborers on behalf of the Chinese Xinjiang Province, where Muslim minorities are the victims of forced labor as well as others human rights violations (though Coca-Cola has denied it makes use of any form of forced labor) as well as other health issues related to Coke drinks.
“The company has turned away from the wellbeing of the consumer,” Wild said. “Their product continues to be a major contributor to children’s obesity. They have purchased sugar from businesses located in China that are reported to be using forced labor. They also have inadequate quality control, so racist guidelines, such as “be less white,” are incorporated into staff training.”
Hild’s comment refers to the soft drink company’s efforts to advertise an online seminar for training accessible on LinkedIn which urged participants to “try to be less white” to fight the discrimination based on race.
Coca-Cola sent a letter to FOX Business in the same time that said the slides in the company’s training programs “are in no way part of our education course,” and its “Better Together” global training program is part of the company’s learning program to build a more environment that is inclusive.”
Consumers’ Research has criticized Coca-Cola during May as did American Airlines and Nike The three companies have placed people before their customers as part of the initial phase of the campaign. The group also focused on Major League Baseball and Ticketmaster earlier in the month.
The May Consumers’ research ad highlighted Coca-Cola’s worries regarding the new GOP legislation to vote in Georgia.
“We recognize everyone’s right to voice their concerns and voice their opinions however, we believe that the best approach to making progress right now is to be able to hear and respectfully discuss concerns and come together on a path towards a better future,” Coca-Cola told FOX Business in a statement released at the time. “We are open to constructive discussions with groups that may disagree with us on certain issues.”
The company also pointed out Consumers’ Research’s criticisms regarding sugary drinks that cause obesity and said that the company has “taken steps to assist consumers to reduce how much sugar they drink” throughout and around the U.S. and around the world.
Hild said that he hopes that the new campaign “will help to increase the voices of those who are frustrated with the way Coke is failing them, and also serve as an alert to Coke as well as other corporations.”
“Any business that decides to distract themselves from their mistakes by taking a radical stand on social and political issues that have nothing to do with their business in order to get favorable praise from media and politicians is put in danger, and it’s not going to be successful,” he said.