Rebuilding the Society – Building the Brand Even Further
What it Is:
Coca-Cola Philippines announced that it will be suspending all advertisements for all its brands via all media channels “from November 18 until further notice. Any committed advertising space will be redirected to the relief and rebuilding efforts for the people in Visayas”, in order to “re-channel its capacity to extend aid and demonstrate our commitment to uplift the lives of the people in the affected communities.”
This comes on top of other worldwide donations made by the brand towards relieving the effects of this tragedy and of the fact that it has been working closely with government agencies, the Armed Forces and the Philippine Red Cross, which are on top of relief operations.
Why it is Cool:
It is not at all unusual for brands to lend their weight to help social causes and problems, but, most usually, this is always tied to extremely well-planned and executed communications efforts that both allow them to muster the necessary resources together with their customers and also reap huge instant image benefits from it.
But this move from Cola-Cola Philippines takes the game to a bolder and certainly deeper and broader level in that it “cuts the glam” from the equation and shows that love brands can – and indeed do – put their money where their mouth is. Cynics may well argue that such a move will reap Coca-Cola Philippines even higher image dividends than by sticking to a conventional approach, and whereas they would not be wrong as regards the image results – and why not? -, the fact is that it proves once more the role of brands is more and more transcending the boundaries of “responsible members of society” and actually reaching out and up to becoming active and proactive drivers of society.