Mexico. Coca Cola, accused of misleading advertising

Mexico. Coca Cola, accused of misleading advertising

Clemente Ferrer

The association Consumer Power (EPC) of Mexico filed a complaint with the Federal Consumer Protection Agency (Profeco) campaign against Sidral Mundet, a soft drink from the Coca-Cola Femsa, for misleading advertising.

The debate was originated as the campaign says its product is made with apple juice when in fact it contains only one percent of juice concentrate, and no natural juice, as suggested by the commercial.

Therefore, the organization requires a fine and the withdraw of the advertising campaign, accusing it of violating health, because its presentation of 600 milliliters contains 12 teaspoons of sugar, which accounts 240 percent of the maximum tolerable within 24 hours for a minor, according to the criteria established by the World Health Organization (WHO).

In the history of Coca-Cola marketing there are many cases like this one. The \”baby boomers\” can recall the spot developed in 1971 (\”I’d Like to Teach the World to Sing (In Perfect Harmony)\”) where a harmonious world was shaped by the great capacity of the creatives to make us believe that by drinking a Coke, peace and harmony would become a reality. A misleading message.

Moreover, on the thirtieth anniversary of Coca-Cola Light (Diet Coke in the US), the company adopted a risky attitude; the spot \”The Gardener\” which sought to appear during the Super Bowl, was rejected by some media companies in the United States as CBS, for its explicit sexual content.

In that announcement there was a change in the traditional game of male-female roles. Women played a role essentially \”voyeuristic\” with provocative sexual behavior, while the man appeared in a submissive attitude.

The multinational of the soft drinks, in its last campaign, has been accused of promoting drug use. The campaign for Diet Coke in the US, conducted by the popular Droga5 agency, has raised many criticisms through social networks, because of the accompanying slogan: \”You’re on,\” nothing more than a innocent expression, but which in the language of the street suggests that the consumer is under the influence of drugs.

Author and journalist Clemente Ferrer has led a distinguished career in Spain in the fields of advertising and public relations. He is currently President of the European Institute of Marketing.

Email: clementeferrer@clementeferrer.com

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