This article was actually really interesting and sparked ideas in my head of other unusual marketing techniques, that is, until the last two paragraphs. I thought the man in charge, Mr. Jackson, bore a sense of power that was not his to behold. He felt as though he was doing everyone a favor, but knew that when he was out on the streets marketing he had to cover that up so that the people would accept the products without pride getting in the way. He honestly believed that everyone he talked to needed him to be there for them and he even felt it was his duty to make the kids say please and thank you, all in a sense of training. Training. Seriously? The only things that are trained are animals (maybe the occasional black belt martial artist, but that’s another context altogether). He looks down upon the people he visits in these neighborhoods and instead of some sort of an idea showing that he is doing his job to better the lives of the underprivileged; he instead proves that he wants to sell coke.
Selling the product isn’t such a bad fate, although marketing techniques can get to people’s heads. At some point it takes control of all actions and instills a motivation to basically do whatever it takes to make money. It was interesting how he mentioned the fact that all the people who go out to the deprived areas must be taught how to hold themselves and how the simplest thing can be offensive. The mentioning of the destroyed car was quite intimidating and makes me wonder what type of person could go into these areas completely fearless? If you make the customer believe you are doing a favor, or even so much as wear “a pants leg rolled up a certain way”, you could face dire consequences. Talk about an intimidating job!
Overall, the attitude is what made me dislike the intentions of Coca-Cola. What they’re doing actually does get free soda and entertainment into the hands of disadvantaged people. If this article wasn’t written to convey emotions of dislike towards Coke, then I could be viewing this in another light. What’s said is said, however, and I have very little respect for Mr. Jackson.
