Eye On Marketers

In yet another case of goodwashing, McDonald's has partnered with literacy nonprofit Reading is Fundamental to put books into Happy Meals. The author of this piece misses an opportunity to highlight the absurdity of the situation: while the partnering organizations are claiming to be investing in children's futures, giving books to kids doesn't offset the detrimental health effects of selling them unhealthy food.

In a typical example of goodwashing, Frito-Lay is funding a national Black History Month art contest. Strategic acts of generosity such as these are common tactics used by large corporations to distract consumers from the company's otherwise nefarious practices, especially in regards to their ceaseless target marketing of minority communities.

Coca-cola announced that it will be contributing $150,000 to the Hispanic Scholarship Fund, building on a 34-year partnership with the organization. In addition to the funding, Coca-Cola will also provide "Educational Toolkits" which include a backpack and a thumb drive with information about navigating the road to college...but only available to those with proof of purchase of a Coke product. 

Coor’s Light continued its 25-year relationship with Historically Black Colleges and Universities this year by providing $100,000 in scholarships, and sponsoring six Classics -- college-wide celebrations that center around football. The brand organized tailgate parties in each city featuring live music, celebrities, alcoholic refreshments, and "cooking-with-beer" demonstrations.