Recommended by Ricochet Members Created with Sketch. Coca-Cola’s Sprite Brand Pushes Teen Transgenderism

 

Coca-Cola, which owns Sprite, has launched a campaign of commercials that celebrate transgenderism for teens and depicts mothers lovingly helping their offspring to present themselves to the world as a false depiction of their actual sexuality and biological gender. I’m curious what the reason is that Coca-Cola executives felt they needed to push this message.

Coca-Cola is an iconic American brand that, unlike many others, is part of America’s cultural history because its marketing and advertising conveyed some of the most positive and wholesome aspects of American life – community, family, duty, honor, good sportsmanship.

For the better part of 50 years those are the very aspects of American culture that have been ridiculed and attacked in movies and television, by those on the Left, by radical feminists, and by Marxist and post-modernist professors because they were regarded as the foundational elements that sustained and promoted the presumed oppressive racist, misogynist, homophobic, patriarchal regime that is America and needed to be torn asunder.

There are some who will see this new transgender campaign as something to be celebrated. In the Catholic community, I’m quite sure that Father James Martin, S.J. of New York, Cardinal Cupich of Chicago, Cardinal Dolan of New York, many other Catholic prelates, and, of course, Pope Francis will be quite pleased with the Sprite ads for their inclusiveness. Others, however, who are conscious of the destruction of the traditional family, and the psychological and suicidal risks associated with gender dysphoria, may feel that this is messaging that shouldn’t be promoted or celebrated and is also another dismal and depressing sign of the disintegration of western civilization. Count me in the latter camp.

One final note: The song used in the ad was written by Richard Rodgers and Oscar Hammerstein II for their musical Carousel, the story of the love between a married couple – a man and woman – even beyond death. Hammerstein was a fairly liberal-minded person. But my hunch is that Rodgers would not be pleased that his song is being used to push transgenderism. There’s no way to tell, of course, since both men have passed away and have been spared the opportunity of watching the ad.

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There are 62 comments.

  1. Jon1979 Lincoln

    Coke’s been accused in the past of targeting Sprite sales towards the African-American community. Not sure how the dynamics here will play out if the company’s seen as targeting a product towards African-American and transgendered customers, or targeting transgendered customers instead of African-Americans. But companies who have no businesses inserting political messaging into ads for non-political products like carbonated soft drinks often have the Law of Unintended Consequences blow back in their faces.

    • #1
    • November 16, 2019, at 5:25 PM PST
    • 12 likes
  2. Percival Thatcher

    Brian Watt: I’m curious what the reason is that Coca-Cola executives felt they needed to push this message.

    Their sales figures were too high. This ought to fix that in no time.

    • #2
    • November 16, 2019, at 5:35 PM PST
    • 18 likes
  3. Mike Rapkoch Member

    Percival (View Comment):

    Brian Watt: I’m curious what the reason is that Coca-Cola executives felt they needed to push this message.

    Their sales figures were too high. This ought to fix that in no time.

    I’m a big Sprite drinker. I guess now I’ll have to shift to Shasta if they’re still around. This is just evil.

    • #3
    • November 16, 2019, at 5:42 PM PST
    • 15 likes
  4. Nohaaj Coolidge

    Marketing strategy; 101: Make your ad have the most impact. define your demographic. target them.

     

    0.00.6% of the American public identify as transgender. What is the marketing manager’s ( excuse me at Coke: President of Consumer Identity) strategy for targeting 0.6% of the market with this ad? 

    How much will they gain in that 0.00.6% population and the Liberal population that wish to virtue signal, vs those who would rather not.

    From a commercial strategy this ad seems insanely absurd. It feels good, but will it sell more product?

     

     

    • #4
    • November 16, 2019, at 6:12 PM PST
    • 3 likes
  5. DonG (skeptic) Coolidge

    Jon1979 (View Comment):
    Coke’s been accused in the past of targeting Sprite sales towards the African-American community.

    That is an absolutely truth. I do wonder about the marking plan here. The trans community is minuscule, so it must be aimed at trans “allies”. Is the woke crowd big enough and do they drink soda? That seems more like a seltzer drinking group.

    • #5
    • November 16, 2019, at 6:12 PM PST
    • 9 likes
  6. 9thDistrictNeighbor Member

    How quickly the culture has fallen since Obergefell. Of course, that avalanche started years ago.

    • #6
    • November 16, 2019, at 6:19 PM PST
    • 9 likes
  7. Jon1979 Lincoln

    DonG (View Comment):

    Jon1979 (View Comment):
    Coke’s been accused in the past of targeting Sprite sales towards the African-American community.

    That is an absolutely truth. I do wonder about the marking plan here. The trans community is minuscule, so it must be aimed at trans “allies”. Is the woke crowd big enough and do they drink soda? That seems more like a seltzer drinking group.

    It’s kind of like a more passive version of Gillette’s woke marketing campaign back in January and during the late spring. In both cases, it’s dragging politics into a product that has zero political overtones, though at least Sprite isn’t openly telling its current customer base they’re horrible human beings, as Gillette did with their ‘toxic masculinity’ ad. That just made the later ‘teach your transgendered child how to shave‘ ad even more of a negative for the company, because it piled woke messaging on top of an already-hostile woke message.

    (As far as Sprite goes, the only target audience they may hope this could have a major influence on would be Michael Bloomberg — if the Coca-Cola execs were getting the vapors over the idea he could get elected president and issue a fatwa against Big Soda, maybe they’re hoping they can stave that off, by showing Mayor Mike they’re as progressive on social issues as he is….)

     

    • #7
    • November 16, 2019, at 6:26 PM PST
    • 3 likes
  8. Stad Thatcher

    Maybe the “lymon” in Sprite causes otherwise normal teens to question their sexuality . . .

    • #8
    • November 17, 2019, at 5:36 AM PST
    • 2 likes
  9. Doctor Robert Member

    This is counterproductive. The ad shows everything that is painfully impossible about transgenderism, from the evil sexuality of the dragon-dressed child to the broken-hearted father at the end.

    • #9
    • November 17, 2019, at 6:48 AM PST
    • 9 likes
  10. Susan Quinn Contributor

    I’m in tears. This is awful. It is sick. They are supporting the destruction of so many lives, and the lives of those who are connected to them. It is evil, plain and simple.

    • #10
    • November 17, 2019, at 7:06 AM PST
    • 18 likes
  11. GrannyDude Member

    Wow, is that a creepy ad. 

    A mother helping her daughter strap into what amounts to a corset (this is progress?) that will damage her breast tissue and restrict her breathing? Back to the fainting couch, ladies! A granny helping her grandson into a dragon-girl suit and lovingly waving him off into urban darkness…dressed like the weirdest male fantasy of a sexy woman? Little girls delightedly greeting their transgendered…um…sisters (“when I grow up, I want to maim my body and be pretty too!”) 

    What are these people thinking??

    • #11
    • November 17, 2019, at 7:16 AM PST
    • 20 likes
  12. Brian Watt Member
    Brian Watt Post author

    Doctor Robert (View Comment):

    This is counterproductive. The ad shows everything that is painfully impossible about transgenderism, from the evil sexuality of the dragon-dressed child to the broken-hearted father at the end.

    The father at the end isn’t meant to seen as broken hearted. He is, on the contrary, meant to be displaying tears of pride and joy. Or in other words, Sprite is pushing the narrative that real understanding and loving fathers should be proud and joyful that their sons want to present themselves as effeminate and routinely engage in sodomy with other young men because that’s what’s best for society and civilization. 

    • #12
    • November 17, 2019, at 7:17 AM PST
    • 6 likes
  13. Front Seat Cat Member

    Susan Quinn (View Comment):

    I’m in tears. This is awful. It is sick. They are supporting the destruction of so many lives, and the lives of those who are connected to them. It is evil, plain and simple.

    Susan describes my reaction too – I am in the latter camp also @brianwatt If I drank soda, I would boycott it. It makes me angry that they are pandering to those who probably drink the stuff – pure manipulation. What happened to the cute polar bear that drank coke on the snow bank? That marketing idea was neutral and fun. Everything is a social justice nightmare.

    • #13
    • November 17, 2019, at 7:21 AM PST
    • 7 likes
  14. Brian Watt Member
    Brian Watt Post author

    Front Seat Cat (View Comment):

    Susan Quinn (View Comment):

    I’m in tears. This is awful. It is sick. They are supporting the destruction of so many lives, and the lives of those who are connected to them. It is evil, plain and simple.

    Susan describes my reaction too – I am in the latter camp also @brianwatt If I drank soda, I would boycott it. It makes me angry that they are pandering to those who probably drink the stuff – pure manipulation. What happened to the cute polar bear that drank coke on the snow bank? That marketing idea was neutral and fun. Everything is a social justice nightmare.

    Keep in mind that Coca-Cola is a massive international brand and as a company owns outright or has substantial ownership positions in hundreds of beverage brands around the world. It also owns:

    Minute Maid juices

    Dasani

    Smart Water

    Fanta

    Powerade

    Vitamin Water

    The company is also a major supplier for numerous fast-food restaurants. McDonalds McCafé is also a Coca-Cola product.

    • #14
    • November 17, 2019, at 7:35 AM PST
    • 6 likes
  15. DonG (skeptic) Coolidge

    Doctor Robert (View Comment):

    This is counterproductive. The ad shows everything that is painfully impossible about transgenderism, from the evil sexuality of the dragon-dressed child to the broken-hearted father at the end.

    There was a brief period when lobotomies were considered good medicine. In hindsight those people are considered victims. 

    There is something confusing. We are told that “gender” is not “sex” or “sexual”, yet all the imagery seems to be hyper-sexualized. If “gender” is how you feel on the inside, why the obsession with external things like genitals, breast size, hair, makeup, high-heels, and fake nails? To be intellectually consistent, the imagery should show some “guys” getting together to garden or cry during a movie or fawn over their cats or gossip. Or, imagery could show some “gals” wrenching on a classic car or building a tree house or downing some beers at a game or fixing the toilet flapper valve.

    • #15
    • November 17, 2019, at 9:01 AM PST
    • 14 likes
  16. Annefy Member

    I saw this last night – wish I hadn’t.

    edited.

    • #16
    • November 17, 2019, at 10:30 AM PST
    • 11 likes
  17. Kozak Member

    Nohaaj (View Comment):

    Marketing strategy; 101: Make your ad have the most impact. define your demographic. target them.

     

    0.00.6% of the American public identify as transgender. What is the marketing manager’s ( excuse me at Coke: President of Consumer Identity) strategy for targeting 0.6% of the market with this ad?

    How much will they gain in that 0.00.6% population and the Liberal population that wish to virtue signal, vs those who would rather not.

    From a commercial strategy this ad seems insanely absurd. It feels good, but will it sell more product?

     

     

    It’s not aimed at the Trannies. It’s aimed at their legions of SJW Woke allies.

    • #17
    • November 17, 2019, at 11:07 AM PST
    • 14 likes
  18. Vance Richards Member

    Have a Coke and a smile

    or

    Have a Sprite and cut your . . . off

    • #18
    • November 17, 2019, at 11:31 AM PST
    • 9 likes
  19. GrannyDude Member

    DonG (View Comment):
    We are told that “gender” is not “sex” or “sexual”, yet all the imagery seems to be hyper-sexualized.

    This is what makes the ad so creepy. Why is the grandmother involved in her grandson’s sex life? What else would you call that costume but sexual? It barely covers his crotch, and there’s fond granny, smiling adoringly at him while he pats her hand. Revolting.

    Would it seem appropriate for ol’ granddad to be helping his teenaged granddaughter into a nice bustier and garter belt before she teeters off to the pole dancing fundraiser at Planned Parenthood?

    • #19
    • November 17, 2019, at 1:21 PM PST
    • 15 likes
  20. Nerina Bellinger Member

    I am speechless.

    • #20
    • November 17, 2019, at 1:38 PM PST
    • 8 likes
  21. rgbact Member

    You’re probably watching lots of female TV if you’re exposed to this nonsense. Sadly, this ad likely works with that audience. Women (especially white liberals) seem to really go for it. They like their TV men to either be hunky soap opera stars or mentally ill losers that rely on women to defend them and help them thru life. Corporate America is just giving them what they want.

    Thankfully, I’ve heard that Hallmark Channel is doing very well luring conservative women with more tasteful programming. So, the market is reacting. Sure, every guy is still hunky….but at least we’re not mentally ill too!

    • #21
    • November 17, 2019, at 1:41 PM PST
    • 4 likes
  22. Front Seat Cat Member

    Brian Watt (View Comment):

    Front Seat Cat (View Comment):

    Susan Quinn (View Comment):

    I’m in tears. This is awful. It is sick. They are supporting the destruction of so many lives, and the lives of those who are connected to them. It is evil, plain and simple.

    Susan describes my reaction too – I am in the latter camp also @brianwatt If I drank soda, I would boycott it. It makes me angry that they are pandering to those who probably drink the stuff – pure manipulation. What happened to the cute polar bear that drank coke on the snow bank? That marketing idea was neutral and fun. Everything is a social justice nightmare.

    Keep in mind that Coca-Cola is a massive international brand and as a company owns outright or has substantial ownership positions in hundreds of beverage brands around the world. It also owns:

    Minute Maid juices

    Dasani

    Smart Water

    Fanta

    Powerade

    Vitamin Water

    The company is also a major supplier for numerous fast-food restaurants. McDonalds McCafé is also a Coca-Cola product.

    I can easily find replacements for these since I don’t use any of the above except on occasion Desani – mental note – no more Desani – 

    • #22
    • November 17, 2019, at 4:03 PM PST
    • 2 likes
  23. Annefy Member

    GrannyDude (View Comment):

    DonG (View Comment):
    We are told that “gender” is not “sex” or “sexual”, yet all the imagery seems to be hyper-sexualized.

    This is what makes the ad so creepy. Why is the grandmother involved in her grandson’s sex life? What else would you call that costume but sexual? It barely covers his crotch, and there’s fond granny, smiling adoringly at him while he pats her hand. Revolting.

    Would it seem appropriate for ol’ granddad to be helping his teenaged granddaughter into a nice bustier and garter belt before she teeters off to the pole dancing fundraiser at Planned Parenthood?

    I laughed so hard I cried. Bitter tears.

    • #23
    • November 17, 2019, at 4:07 PM PST
    • 6 likes
  24. Front Seat Cat Member

    Vance Richards (View Comment):

    Have a Coke and a smile

    or

    Have a Sprite and cut your . . . off

    Wow……

    What happened to “I’d like to teach the world to sing in perfect harmony….”

    https://www.youtube.com/watch?v=ib-Qiyklq-Q

    I see men, women, different nationalities….and everyone is in perfect harmony….what happened Coke?

    • #24
    • November 17, 2019, at 4:08 PM PST
    • 1 like
  25. Samuel Block Member

    Nohaaj (View Comment):

    Marketing strategy; 101: Make your ad have the most impact. define your demographic. target them.

    0.00.6% of the American public identify as transgender. What is the marketing manager’s ( excuse me at Coke: President of Consumer Identity) strategy for targeting 0.6% of the market with this ad?

    How much will they gain in that 0.00.6% population and the Liberal population that wish to virtue signal, vs those who would rather not.

    From a commercial strategy this ad seems insanely absurd. It feels good, but will it sell more product?

    I think the assumption here is that you can do this sort of thing and only crazy, bigoted conservatives will object, and, in turn, if they make a stink, it will only add to the buzz.

    Alternatively, they assume this won’t offend many liberals (I think Coke is underestimating their sanity a bit in this case) and some will even be touched by this corporate endorsement – again, probably not.

    • #25
    • November 17, 2019, at 4:11 PM PST
    • 4 likes
  26. DrewInWisconsin, Type Monkey Member

    GrannyDude (View Comment):

    Wow, is that a creepy ad.

    Yes. Creepy is the only word for it. This is completely divorced from reality. I guarantee that the number of kind, loving grandparents helping their grandchildren express themselves as drag queens is statistically zero. This short film is a creepy fantasy that might just qualify as sexually exploiting minors

    At 1:35 I’m guessing it’s not airing on television. Perhaps before feature films? Or just for internet consumption?

    Whatever the case, Coca-Cola needs some serious push-back.

    • #26
    • November 17, 2019, at 4:38 PM PST
    • 6 likes
  27. Zach H. Coolidge

    Get ready for more. A lot more. Transgenderism is reaching escape velocity as a social issue and those who push it have the money, conviction and (most importantly) the cultural purchase to make it a very big deal indeed. Now Woke Capital is joining the cause.

    In the past, true, only a tiny percentage has identified as transgender, but that too is changing. I’ve seen claims that up to 2-3% of US high school students ‘identify’ as transgender. I’m not sure whether the 2-3% figure is true, but it’s certainly the case, anecdotally, that there are more trans-identifying people than ever before. (I think most people will attest to that.)

    On YouTube, Reddit and elsewhere, there exists what is best understood as crusading proselytism for the transgender cause. “Influencers” spread the good news about what cross-sex hormones did for them. The factors behind the spread of transgenderism are complex–I don’t understand it–but it unmistakably contains a strong religious element; it can command the sort of fanaticism one would expect from a young religion.

    The questions, for me, are what happens as 1) transgenderism intrudes on women sports & other female spaces (bathrooms, prisons, shelters etc); 2) more people, unhappy about the results of gender-affirming treatment, ‘detransition’ (get ready for lawsuits); 3) CPS and other governmental agencies intervene to “protect” trans-identifying teens & kids from trans-skeptical parents to confirm the former in what are experimental medical treatments with the potential for serious adverse effects (heart disease, thromboembolism, maybe cancer). Progressives appear to think the T will go down as smoothly as the LGB. It won’t. Hold on to your hats.

    • #27
    • November 17, 2019, at 4:38 PM PST
    • 9 likes
  28. Skyler Coolidge

    Good lord.

    It’s time to stop pandering to them and their shoving this stuff down our throats as though it were benevolent. We need to call out these perverts for what they are: By definition they are perverts. We don’t need to curtail their human rights; people do have the right to be perverts. There’s no reason we need to pretend they aren’t perverts, though.

    • #28
    • November 17, 2019, at 5:07 PM PST
    • 6 likes
  29. Skyler Coolidge

    rgbact (View Comment):
    Women (especially white liberals) seem to really go for it.

    If so, it’s time to take back that whole suffrage deal.

    • #29
    • November 17, 2019, at 5:10 PM PST
    • 6 likes
  30. DrewInWisconsin, Type Monkey Member

    Skyler (View Comment):
    It’s time to stop pandering to them and their shoving this stuff down our throats as though it were benevolent. We need to call out these perverts for what they are: By definition they are perverts. We don’t need to curtail their human rights; people do have the right to be perverts. There’s no reason we need to pretend they aren’t perverts, though.

    Big time perverts. Saw this over on Facebook. I sure hope this isn’t real.

    • #30
    • November 17, 2019, at 5:18 PM PST
    • 4 likes