Coke and the Kids

My project for this class involves Coca-Cola's introduction of a healthy carbonated juice for kids. In support of this idea, I recently realized that Coca-Cola has actually taken actions to ensure kids are more healthy. According to a company press release on Feb. 27, Coca-Cola joined Kraft Foods and the Boys & Girls Clubs of America in an initiative that supports children's health.

The "Triple Play Parents Game Plan," according to the release, is "a parents guide to encourage young people to better understand nutrition, get them active and teach them to get along better in social and recreational situations." In the written "plan," a sort of pamphlet, the organizations seek to teach the importance of keeping one's mind, body and soul healthy. The president of the Boys & Girls Clubs of America, Roxanne Spillett, said she hopes the initiative will inspire families to visit a nearby club.

Partnering with the Boys & Girls Clubs of America to promote this health-focused program seems like a good choice for Coca-Cola because it indicates the company cares about establishing a strong relationship with local communities. The move also would be beneficial in supporting the release of the new product in that it shows Coca-Cola supports healthy children, which is also a key message of the new campaign. However, I am interested to see if anyone thinks this new program seems superficial. Is Coke just doing this for publicity, or is the company really concerned about kids?

Cherry Coke's New Design

While carrying my full shopping basket to the register at Publix recently, I spotted some trial-size bottles of Cherry Coke and Cherry Coke Zero. The bottles, which were about half the size of a regular 20-ounce drink, sported a new label: a cityscape in front of a pink, fading background. My curiosity sparked, I searched online at home about this new design. I know redesigning the packaging is a big move for a company like Coca-Cola, so I knew there would be talk about it on the Internet. After a quick Google search, I found out the new packaging is designed by rapper Shawn "Jay-Z" Carter's urban clothing company, Rocawear.

According to a press release from Coca-Cola North America found on HipHopPress.com, "The vibrant, urban design for Cherry Coke features a stylized silver cityscape scattered with dark pink cherries on a graduated pink background. The motif for Cherry Coke Zero, which offers great Cherry Coke taste with zero calories, includes the same silver cityscape and cherries with pierced centers dotted across a predominately black background."

Another major change that stood out in my mind from the release was the shift from Diet Cherry Coke to Cherry Coke Zero. Coke seems to frown upon using the term "diet" in naming its drinks, so it has begun the shift to the term "zero." I don't have a problem with "diet," but I wanted to ask you to see what you think. Does "diet" in a drink's name have a negative connotation in your mind? Does changing from "diet" to "zero" in Coca-Cola brands make you feel any differently toward the drinks?