A great tip from class member Linnah on a campaign that Coca Cola ran, focusing on foreign workers in the construction industry who don’t get much attention. There was discussion about whether Coca Cola’s campaign, which included Singaporeans writing messages of appreciation to the foreign construction workers, might nonetheless be exploitative of them.


It is part of a broader campaign on the same theme that was also conducted in the Middle East, with this instance featuring guest workers in Dubai returning home for a family visit. In this case the workers’ concern for extra baggage fees, as they carried many gifts for families waiting at home, was focused on.


About Christopher Pokarier

australian professor of business & governance @ waseda university in tokyo researching cultural industries, economic nationality & borders, university internationalisation

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