Core Viewpoint - The controversy surrounding Coca-Cola's new cane sugar version reflects deeper societal emotions and challenges beyond just a beverage [1] Group 1: Background and Initial Impact - The issue began with a viral TikTok video in February, falsely accusing Coca-Cola of collaborating with the Department of Homeland Security to deport Latinx individuals, leading to significant negative impacts on the company's business within six weeks [3] - Coca-Cola's CFO John Murphy acknowledged that the public relations crisis took months to recover from, particularly affecting low-income consumers who were already facing financial strain due to rising prices [3] Group 2: Market Challenges and Product Launch - Coca-Cola is facing severe challenges with declining sales in the U.S. market, as indicated by the Q2 2025 financial report showing a slight global sales decrease, necessitating price increases and product adjustments to maintain revenue growth [5] - The introduction of the long-planned cane sugar version of Coca-Cola was seen as a response to market pressures, with Murphy stating that the product development took 12 to 18 months [5] - The timing of the product launch was influenced by former President Trump's public support, which blurred the lines between politics and business, creating a unique market opportunity [7] Group 3: Consumer Sentiment and Marketing Strategy - The launch of the cane sugar version is not merely a product change but a strategic move to align with shifting consumer preferences for nostalgia and authenticity, as evidenced by the success of the "Mexican Coke" model [7] - Coca-Cola's marketing strategy focuses on understanding consumer emotions, as soft drinks have become symbols of cultural identity and generational memory in the U.S. [9] - The competition in 2025 is characterized by a battle for consumer attention and trust, with Coca-Cola employing AI technology to predict consumer sentiment and mitigate risks from sudden market changes [9] Group 4: Future Outlook and Uncertainties - The sustainability of the cane sugar version's popularity and the restoration of consumer confidence remain uncertain, with the company facing ongoing challenges in a complex market environment [11] - The events surrounding the cane sugar version serve as a warning that companies must navigate multifaceted challenges in turbulent times, far beyond the scope of a single product [11]

资料图。本文来源：澎湃新闻 记者 吴雨欣 可口可乐二季度净利增长58%，计划秋季在美推蔗 糖版可乐 可口可乐将在美国推出新款蔗糖版可乐。 7月22日美股盘前，可口可乐公司发布了2025年二季度财报，财报显示，公司二季度营收125.35亿 美元，同比增长1%，有机营收（非公认会计准则）同比增长5%；净利润为38.1亿美元，同比增长 58%；营业利润增长了63%，营业利润率从上年同期的21.3%提升至34.1%；每股收益（非公认会 计准则）为0.87美元，同比增长4%，预估0.83美元。 在财报中，可口可乐公司表示，该公司计划于今年秋季在美国推出一款采用美国蔗糖制成的产品， 以扩大其可口可乐商标产品系列。此次推出的产品旨在补充公司核心产品组合，为不同场合和偏好 的消费者提供更多选择。 在当日的财报会上，可口可乐的高管重申了这一计划，"正如你们上周可能看到的，我们感谢总统 对我们可口可乐品牌的热情，"可口可乐公司董事会主席兼首席执行官詹鲲杰（James Quincey） 说。 詹鲲杰指出，该公司已经在多款饮料中使用了这种甜味剂，"实际上，我们在美国产品组合中的许 多其他品牌都使用蔗糖，从柠檬水到茶，再到一些咖啡产品 ...