Corporate social responsibility campaigns and cause marketing by the soda industry

This study examines the marketing tactics from soda companies and assesses their actions in light of how the tobacco industry employed similar strategies to thwart regulation, cultivate a positive business climate, and gain public support. Additionally, this study investigates the latest cause marketing campaigns from leading soda companies, including how they employ social media and to what extent they mimic corporate social responsibility strategies pioneered by tobacco companies.

Related publications

Soda and tobacco industry corporate social responsibility campaigns: How do they compare? [pdf]