Case 2: Marketing ethics Targeting Teens

Beverage Giant Coca-Cola faces several challenges as a result of an increase of consumer health awareness, the reduction of carbonated drinks in schools in many regions, and newer, healthier drinks. The brand is having an especially difficult time getting through to teens. To increase sales, Coca-Cola attempted to make a personal connection with teens through a campaign called "Share a Coke."The campaign was first launched in Australia in 2011, then introduced in the United States, and then spread across 70 countries until 2015.

The soda maker also knows very well that it needs to target teens through social media and mobile phones. Through the #sharecoke hashtag, Coca-Cola achieved a phenomenal result, with 25 million extra Facebook followers and an increase of consumption by young consumers by 7 percent in 2015. However, the campaign was criticized by many; health experts, for instance, expressed their concern that. Coca-Cola uses the internet and technology to push sugary drinks on teens that might lead to long-term consequences with regard to their diet and lifestyle.

Q4. Discuss how Coca-Cola expanded its teen customer base again.

Q5. How will Coca-Cola prove that they are catering to teens responsibly?