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Could Cannabis and Coca-Cola be the Real Thing?

10/5/2018

17 Comments

 
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by David Hagenbuch, founder of Mindful Marketing & author of Honorable Influence

Over its 130+ year history, Coca-Cola has created some of the most memorable product taglines:  Enjoy Thirst (1923), Ice Cold Sunshine (1932), It’s the Real Thing (1969), I’d like to Buy the World a Coke (1971), Coke Adds Life (1976), Have a Coke and a Smile (1979), Can’t Beat the Feeling (1988), and Open Happiness (2009).  Now that the world’s largest beverage maker is considering drinks infused with marijuana, maybe a new tagline is coming:  Have a Coke and Some Cannabis.
 
A few weeks ago, news sources including Reuters and BNN Bloomberg reported that the Coca-Cola Company was in talks to develop beverages infused with cannabis.  The alleged partner is Vancouver-based Aurora Cannabis Inc., Canada’s third biggest producer of weed, which has a market cap of $9.365 billion.
 
How can Coca-Cola, one of the world’s most respected companies, the parent of several family-friendly beverage brands, and the creator of those loveable polar bears, enter the market for a drug that is illegal in the vast majority of U.S. states and most countries in the world?  Perhaps desperate times call for desperate measures.
 
Coca-Cola is feeling the heat from increased beverage industry competition coupled with fizzling consumer demand for sugary sodas, which represent several of the company’s hallmark brands.  Such pressures have led the firm to diversify into healthier drinks over the last decade or two, and most recently the company announced the purchase of UK-based Costa Coffee for $5.1 billion.

True, there is such a thing as a caffeine high, but there’s a big difference between a cup of joe and a bag of weed—so I’m told; I’m not a coffee-drinker and I have no experience with marijuana, just to be clear.  However, that lack of firsthand knowledge didn’t stop me from writing a Mindful Matters blog post a couple of years ago that poo-pooed a gym combining workouts with weed.  I’ve since done more reading about cannabis, as well as Coca-Cola’s potential use of it, and what I’ve learned has been surprising.
 
Most of us have heard of the psychoactive, or mind-altering, effects that marijuana can have on users, which include a relaxed sense of well-being and an altered sense of time, as well as anxiety, fear, and hallucinations.  Those potentially dangerous consequences stem from a specific component of the drug called tetrahydrocannabinol, or THC.
 
However, cannabis has another component, a medicinal one called cannabidiol, or CBD, that is not intoxicating and doesn’t make people high.  Also, the National Institute on Drug Abuse says that CBD, which can be safely extracted from cannabis, does not appear to be addictive.  Instead, there is evidence that CBD lessens muscle inflammation, decreases pain, and reduces cramping.
 
What’s the point of this science-speak?  The difference between THC and CBD matters to Coca-Cola because its potential new product uses the latter.  The company is not contemplating some kind of liquid reefer or ecstasy juice.  If the firm does partner to produce a cannabis-infused beverage, it will likely be in the ‘recovery drink’ category, offering the muscle-mending benefits mentioned above.  Think Powerade with a medicinal punch.
 
Still, isn’t it crazy for a renowned company like Coca-Cola to risk its reputation by connecting itself to cannabis?  It’s not foolish for a few reasons.  First, there is increasing recognition and acceptance of the medicinal form of the drug.  U.S. states and other countries continue to amend their laws to make medical marijuana legal.  Also, there are people now taking prescription drugs to manage the muscle symptoms mentioned above, with little effect.  The CBD form of cannabis might help them find relief without making them high or risking addiction.
 
Second, if Coca-Cola moves forward with a cannabis-infused drink, it can safeguard the company’s reputation by individually branding the product.  The firm has taken this approach with most of its other products like Minute Maid, Vitaminwater, Fairlife milk, and Sprite.  These products have branding that stands on its own and basically just links to the parent company through the fine print on the back of the packages.
 
Third, Coca-Cola’s consideration of cannabis deserves credence because it’s not the only prominent company exploring such possibilities.  At least two other big beverage firms, Molson Coors and Constellation Brands (brewer of Corona beer), are taking serious steps toward cannabis-infused drinks.  Furthermore, the market for CBD-based products is expected to reach $2.1 billion by 2020.
 
When I first heard of Coca-Cola’s meeting with Aurora, my thought was the pairing would produce either Single-Minded or Mindless Marketing.  What a difference some focused reading and a few letters (CBD vs. THC) can make.  While writing this blog post, my perspective has changed, and it still could evolve.  Right now, though, I believe the potential partnership could yield a respectable wellness product that might be “Mindful Marketing.”


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17 Comments
Zachary Ayers
11/1/2018 08:45:40 pm

As Cannabis continues to be more normalized and legalized both globally and nationally, it seems no surprise that brands like Coca-Cola are entering the industry. The distinction between CBD and THC are very important to the analysis of this product idea. It was interesting to hear the tone towards the product change during your blog from the beginning to the end. I do agree that integrating CBD into drinks can really bring positive benefits to our culture, and to their stockholder value.

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Sarah Rhoton
11/2/2018 12:33:14 pm

It is interesting to see how society's perception of cannabis has changed so drastically over a relatively short period of time. Not long ago, Reagan and Nixon launched the War on Drugs, in which any form of drug was stigmatized and the use of it was seen as a punishable offense. While drugs still clearly have a negative connotation in today's society, the fact that a respectable company like Coca Cola would associate itself willingly with any form of drug is somewhat surprising. Most people would not take the time to research the difference between CBD and THC, so it is still considerably risky. However, I thought the points made on why the association will not damage Coca Cola as a brand were clear and based on substantial claims, so I would agree that this cooperation will work out favorably.

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Ingrid Prichard
11/5/2018 12:37:58 am

When I began to read this, my initial thoughts aligned with Dr. David Hagenbuch in that it seemed mindless for Coca Cola to introduce cannabis into some of their drinks because it could polarize them as a company and send a message to their audience that doesn't go along with the brand that they have created for themselves. I also recognize that Coca Cola is very successful and most likely conducted plenty of research before disclosing this idea they were considering. Understanding which component of cannabis that Coca Cola is intending to use is essential in understanding that they were not being mindless in this concept. For CBD to be discovered to have multiple benefits, that is is not intoxicating and doesn’t make people high etc., would definitely help Coca Cola enter more into the health drink sector.

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Stephannie
11/5/2018 01:47:00 am

Though I can see Coca-Cola efforts on benefiting the public's health by the introduction on a cannabis-infused drink that seems to help with various health conditions and have non-psychoactive effects on people, I do not think this is a mindful marketing idea. The reason why is that the vast majority of people don't know the differences between CBD and THC and will automatically associate the name cannabis as marijuana, a drug. Coca-Cola must think about their different target audiences such as, kids, young women and man, and moms who will see this and right away label the drink as a "drug". Furthermore, if Coca-Cola were to launch this new drink, they have to think about the legal terms as well. Cannabis is not legal in all states, meaning they won't be able to distribute these drinks in all 50 states and will have to deal with all cannabis-related laws. Is this step that new way to go for Coca-Cola? It is worth it to for the company to go through all the legal terms just to enter into the health drink sector?

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Erik
11/6/2018 12:58:33 am

When I first began to read the article, I immediately that it was mindless, and reckless for Coca-Cola to be involved with the cannabis industry. Especially because it a multinational company, and in many states and countries cannabis is still illegal. Therefore, it would be nearly impossible to be successful in the industry on a global scale. As I continued to read however, I agree that it could be mindful if Coca-Cola found away to add CBD to their formula. I am aware of the benefits of CBD in oils, creams etc. and I understand that coffee shops are beginning to join the growing trend. My only concern, is the quality control of the product if a large company begins to exploit it. Is it possible that Coca-Cola, like most large corporations, would be only concerned about their profit and dilute the product in a way? After all, it would be the first time Coca-Cola would venture into the pharmaceutical market. I am interested to see where this goes, and I do hope that it truly finishes as a Mindful product.

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Kenneth Carrillo
11/6/2018 01:38:45 am

In this blog, Dr. David Hagenbuch talks about another controversial topic that has been talked about often recently, and has formed differing opinions. For example, as this blog is written, the opinion of Hagenbuch changes, which is actually reflective of how differing opinions of others are today. There are people who want to legalize it nationwide for it’s benefits both medicinally and recreationally; on the other hand, there are people who believe it to be harmful, and don’t think there’s enough evidence behind its research for their comfort. The fact that Coca Cola want to work with Cannabis distributors shows not only how outgoing the company is, but how accepted the drug is today.
This type of move has the potential to have as much backlash as the Colin Kaepernick ad, as a lot of people would be encouraged to stop buying the product that goes against their belief, which in this case is the regular use of cannabis. This is especially true with the older generation, as many of them went through life during a time where it was highly looked down upon. However, the opposite could also be true to users because of the element known as CBD. Because people know the soda is infused with CBD, it can allow them to be more inspired to drink it, seeing it similar to an energy drink, which can be beneficial under certain circumstances.
Hagenbuch says, “I believe the potential partnership could yield a respectable wellness product that might be “Mindful Marketing.” It’s true, after all, as society is growing more into the direction of accepting the drug as opposed to shunning it like it was in decades past. If there were to be a company that has the ability to risk their reputation, it would be one like Coca Cola, as their sodas are so well known to this point, it might now matter whether or not they pull off a successful business move or face heavy backlash; there will always be customers who are satisfied with the product itself. So whether or not this is the right decision can go either way, but signs point to this being a smart move that they can afford to make.

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8/17/2019 04:13:49 am

I know it would be a mindful product but i don't think so that Coca-Cola would stain his name for medicinal purpose. Although it would be a great blend and could lead us to drinkable medicines but still Coca-cola wont put his hands in it because alot of people still take it as a drug. Coca-Cola should because it will encourage others as well to step into this industry.

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