by Marion Nestle
Feb 7 2014

Coca-Cola marketing scores again

Far be it from me to defend Coca-Cola’s advertisements.  They have only one purpose: to get you to buy more of the company’s flavored, colored, caffeinated water with nearly a teaspoon of sugar per ounce.

Drink a 20-ounce Coke?  That’s 18 teaspoons.

But you have to hand it to Coke’s marketers.

They just got me to write about the fuss over the company’s “It’s Beautiful” Super Bowl ad, which shows people of all colors and kinds singing America the Beautiful in—can you believe this?—foreign languages.

The response?  Tweeted bigotry:

WTF? @CocaCola has America the Beautiful being sung in different languages in a #SuperBowl commercial? We speak ENGLISH here, IDIOTS.

What amazes me about the response is that Coca-Cola has been doing commercials like this for decades.

Remember these?

Why this sudden outpouring of xenophobia and homophobia?  

It’s disturbing to think about why this is happening now, but I won’t be surprised if the controversy brings Coke lots of favorable publicity and helps the company sell even more sugary beverages.

  • CardiLover

    It’s not “xenophobia.” And I’m tired of that old characterization. It is simply that we are now not allowed to love our own country. We now have to bow at the altar of “diversity.” And that “diversity” worships cultures other than our own. There is a huge difference between culture and ethnicity. We are a country of all ethnicities but we should be bound by one culture – a distinctly American culture. Any song but “America, the Beautiful.”

    Be careful about throwing around terms like bigotry, homophobia, xenophobia – you’re beginning to sound a little intolerant yourself. And now I will bid this blog “adieu,” as it is obvious people like me are not welcome.

  • Fiona Foster

    How does singing America the Beautiful in different languages equate not being allowed to love your own country? You realize that your country doesn’t have an official language… right? Meaning singing the song in different languages actually celebrates American culture, which includes freedom to speak whatever language you’d like to speak (admittedly, speaking anything but English would make your life much more difficult, but people manage to do it).

  • CardiLover

    I answered your question. I’m not sure how loved I would be if I went to other countries and sang a beloved song in English. Our country has always used English – other people came from other countries and learned English (except for a few, isolated communities). It’s what brings us together as one. It was customary, if not official. Tell me how speaking multiple languages helps a country. Hasn’t done much for Quebec, has it?

  • Fiona Foster

    America has not always used English. As for your example of Quebec, Quebec is officially french, not bilingual, and is a mess because of their intolerance of other languages and cultures, not their acceptance, so I don’t see how this example works to prove your point.

  • Emilia

    CardiLover implicates a
    few things. To begin with I believe this is a very strongly worded comment by
    an upset follower of this blog. For starters, an implication that I can see
    right away is that they aren’t very fond of the add its self. The comments that
    this user makes seem to be coming from a very closed minded person. They don’t seem
    to be accepting of other cultures taking part in what they believe is the
    American culture. It seems they believe that there should be only one culture
    for everyone to follow. I however must agree with, Fiona Foster,
    whom states “You realize that
    your country doesn’t have an official language… right? Meaning singing the
    song in different languages actually celebrates American culture, which
    includes freedom to speak whatever language you’d like to speak.” I couldn’t agree
    more with this user, America is a place where a diversity of cultures come
    together and celebrate each other.

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  • esha

    great information

  • http://www.juiceitupp.com/ Jorge

    It’s pretty terrible how good Coca-Cola is at marketing. It’d be great if they would sell a good product. Did you know that SIMPLY ORANGE and ODWALLA are made by Coca-Cola as well? http://www.juiceitupp.com/is-coca-cola-peddling-natural-juice-to-you/ They fooled me about how natural and good “Simply Orange” was and I thought it was identical to a freshly squeezed orange juice. Coca-cola wins again, making millions, sorry I mean billions, off of deception.

  • Mary S

    We didn’t have the easy tweet as an option to rant back in ’87 . . .

  • 360CompleteLiving

    Thats so true. We are spending a penny for processed water which is added up with artificial colors, sugar and carcinogens…Why cant they come up with something good for life…