A spokesman for Coca-Cola, group communications director Kenth Kaerhoeg, said that the company's marketing activities had been scaled down to mark the official three-day national mourning period, and that TV commercials would be kept off air “until further notice”.
“Wherever we operate, we constantly align our marketing activities to ensure they are in line with what consumers and stakeholders expect from us,” Kaerhoeg said in a statement. “This is certainly also the case in this situation.”
Kaerhoeg explained that sponsorship activities centering on the Olympic Torch Relay had also been altered, with musical and dance elements removed and the emphasis shifting from the torch as a symbol of celebration to “a beacon of hope and optimism.”
He added that the company had so far pledged Rmb 5 million (US$716,000) in support of relief efforts, and was helping provide survivors in affected areas with clean drinking water.