In May 2014 Coca Cola initiated its “Hello Happiness” advertising campaign, rele

Question

In May 2014 Coca Cola initiated its “Hello Happiness” advertising campaign, releasing commercial spots in which underpaid South Asian laborers toiling in Dubai are shown communicating with their families after a long time via specially made “Coca-Cola” phone booths that only took Coca Cola bottle caps. While the ads seem to spread a positive message through the emotional images, many saw it as an attempt to use the terrible working conditions in Dubai for a PR opportunity. 1) Do you think the company did something wonderful here and was unjustly criticized by human rights advocates and others?

Explanation / Answer

The company did a good job in this campaign allowing the migrant workers in the city of Dubai to connect to their loved ones in other countries of South Asia.The advertising campaign never highlighted the conditions the workers had to go though in Dubai.Instead the cost of the bottle was very less as compared to the cost of making the call.So it gave the workers a chance to have a refreshing drink and also connect with their families .So the company did nothing wrong in it.

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