Your classmate Iftekhar pointed me to an interesting example of Coke’s innovative “Open Happiness” campaign. The campaign, underway since 2009, involves a series of specially modified machines that create moments of delight for people all over the world.
So far, so good. But the example that Iftekhar sent me also made me uncomfortable. It features migrant workers in Dubai, who can’t afford to call their families. So Coke produced a special phone booth that takes bottle caps instead of coins!
While Iftekhar’s interpretation was that Coke is demonstrating its social responsibility and care for social welfare (and that’s undoubtedly what Coke was intending), I can’t help thinking about how the workers, who are sending all the money they can to their families back home, have to BUY and CONSUME COKE in order to use the machines…
…if Coke really wants to help, perhaps it could hire these men and pay them a living wage instead of encouraging them to buy more Coke.
Or am I just being too sensitive? What do you think?