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April 9, 2014

Jonathan Tobin: Why Did Kerry Lie About Israeli Blame?

Samuel G. Freedman: A resolution 70 years later for a father's unsettling legacy of ashes from Dachau

Jessica Ivins: A resolution 70 years later for a father's unsettling legacy of ashes from Dachau

Kim Giles: Asking for help is not weakness

Kathy Kristof and Barbara Hoch Marcus: 7 Great Growth Israeli Stocks

Matthew Mientka: How Beans, Peas, And Chickpeas Cleanse Bad Cholesterol and Lowers Risk of Heart Disease

Sabrina Bachai: 5 At-Home Treatments For Headaches

The Kosher Gourmet by Daniel Neman Have yourself a matzo ball: The secrets bubby never told you and recipes she could have never imagined

April 8, 2014

Lori Nawyn: At Your Wit's End and Back: Finding Peace

Susan B. Garland and Rachel L. Sheedy: Strategies Married Couples Can Use to Boost Benefits

David Muhlbaum: Smart Tax Deductions Non-Itemizers Can Claim

Jill Weisenberger, M.S., R.D.N., C.D.E : Before You Lose Your Mental Edge

Dana Dovey: Coffee Drinkers Rejoice! Your Cup Of Joe Can Prevent Death From Liver Disease

Chris Weller: Electric 'Thinking Cap' Puts Your Brain Power Into High Gear

The Kosher Gourmet by Marlene Parrish A gift of hazelnuts keeps giving --- for a variety of nutty recipes: Entree, side, soup, dessert

April 4, 2014

Rabbi David Gutterman: The Word for Nothing Means Everything

Charles Krauthammer: Kerry's folly, Chapter 3

Amy Peterson: A life of love: How to build lasting relationships with your children

John Ericson: Older Women: Save Your Heart, Prevent Stroke Don't Drink Diet

John Ericson: Why 50 million Americans will still have spring allergies after taking meds

Cameron Huddleston: Best and Worst Buys of April 2014

Stacy Rapacon: Great Mutual Funds for Young Investors

Sarah Boesveld: Teacher keeps promise to mail thousands of former students letters written by their past selves

The Kosher Gourmet by Sharon Thompson Anyone can make a salad, you say. But can they make a great salad? (SECRETS, TESTED TECHNIQUES + 4 RECIPES, INCLUDING DRESSINGS)

April 2, 2014

Paul Greenberg: Death and joy in the spring

Dan Barry: Should South Carolina Jews be forced to maintain this chimney built by Germans serving the Nazis?

Mayra Bitsko: Save me! An alien took over my child's personality

Frank Clayton: Get happy: 20 scientifically proven happiness activities

Susan Scutti: It's Genetic! Obesity and the 'Carb Breakdown' Gene

Lecia Bushak: Why Hand Sanitizer May Actually Harm Your Health

Stacy Rapacon: Great Funds You Can Own for $500 or Less

Cameron Huddleston: 7 Ways to Save on Home Decor

The Kosher Gourmet by Steve Petusevsky Exploring ingredients as edible-stuffed containers (TWO RECIPES + TIPS & TECHINQUES)

Jewish World Review Dec. 6, 2011 / 10 Kislev, 5772

A marketing caution for Republicans

By Wesley Pruden




http://www.JewishWorldReview.com | Managing an international icon, profitable though it may be, is difficult, particularly if you can't resist temptations to tweak, change, adjust and otherwise bend, twist and knock it out of shape.

Coca-Cola, perhaps the most recognizable icon anywhere in the world, demonstrates once more that the consumer isn't always the most docile sheep in the barnyard. Coke's latest misjudgment of the market should make an interesting object lesson for the business schools, whence come so many political consultants, advisers and other campaign blowhards.

There may even be lessons here for the political parties and the voters who make the final judgment of politicians. The Democrats have a particularly sorry record of tweaking ineffective "brands," sending the likes of Michael Dukakis, Al Gore and John Kerry into the November marketplace. The Republicans have a sorry record, too, tweaking the likes of Bob Dole and John McCain, and now seem to be flirting with sending Newt Gingrich into the highest-stakes game in town. You can't always freshen up the label, no matter how hard you try.

Coca-Cola has for years decorated its cans of Coke with holiday themes, a Santa Claus, an elf, or a bough of holly, but always with its trademark bold, bright red background. Easily thrilled Coke drinkers, according to the marketing men, look forward to this expression of the season, contrived jollity as it is. One Coke addict told Coca-Cola that the annual arrival of holiday cans brought "the same inexplicable winter-goodness vibe" as Christmas carols.

This year Coca-Cola couldn't leave the winter-goodness vibe alone. They withdrew the red cans and replaced them with snow-white cans as antiseptic as a bedpan.

The white cans are decorated with shadowy images of polar bears, commemorating Coke's contribution of $3 million to the World Wildlife Fund's campaign to "save the polar bears." Many consumers bought the white cans thinking they were silvery cans of Diet Coke. "I purchased three six-packs because I thought they were [Diet Coke]," one Coke drinker tells ABC News. "I drank one and wondered why it tasted so good. I am a diabetic and can only drink diet sodas."

Others complained that they only wanted something cold to drink, not a tired sermon about global warming or the melting of polar ice and the plight of the polar bear, a beast that is a favorite of children who know nothing of its reputation as a predator of baby seals and a predator willing enough to eat children when they find a plump and juicy specimen floating on an ice floe. Outrage in the supermarket aisles grew apace.

The wise men at Coca-Cola insist that the emergency-room white was chosen not because it reminded them of snowy wintry days, but to raise "awareness" of the polar bears and to focus attention on the $3 million Coke took from the petty cash drawer to send to the bears (none of whom could be reached for comment.) "The white can resonated with us because it was bold and attention-grabbing," a Coca-Cola spokesman told the Wall Street Journal. Soon the white cans, which were not "resonating" anywhere else, were withdrawn, and Coca-Cola in the traditional red regalia was on its way back to the shelves.

You might think Coca-Cola would have learned a lesson from its earlier debacle with so-called "New Coke," which it introduced in 1985 as a sweetened Pepsi killer. New Coke upset not only taste but the carefully cultivated story, probably invented by an earlier marketing man, that the Coca-Cola formula invented at a drugstore soda fountain in Atlanta in a previous century was so closely held that it was locked in a vault and known only to a tiny few. New Coke was soon derided as Crap Coke, withdrawn, and replaced by Classic Coke. Sales zoomed. This led to widespread speculation that New Coke was a clever scam from the beginning, never meant to be permanent. But of course we know that marketing folk would never dream of doing anything like that. The true original genuine authentic Coke, as a matter of fact, is still formulated in Mexico with cane sugar and not the less expensive high-fructose corn syrup that changed the taste of Coke in the United States. The so-called "Mexican Coke," still sold in once-familiar green bottles vaguely reminiscent of the female form, has a growing market in Southern California.

The lesson here for the Republican pols, as the pundit primaries draw to a close and the real primary season begins, is to beware of the noisy, empty, same old blah-blah just because it seems "new" and "improved." Eventually the consumer will taste it.

Every weekday JewishWorldReview.com publishes what many in in the media and Washington consider "must-reading". Sign up for the daily JWR update. It's free. Just click here.

JWR contributor Wesley Pruden is editor emeritus of The Washington Times. Comment by clicking here.

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