Así es reciclar en Bolivia: el testimonio de Lidia Espinoza
https://www.youtube.com/embed/SlNX8zoQ1Xk
"Así es reciclar en Bolivia: el testimonio de Lidia Espinoza [This is what recycling is like in Bolivia: Lidia Espinoza's testimony]" Messaging: the ad seeks to communicate value around Coca-Cola's 'green credentials' through seeking to align the brand with worthy causes such as recycling. It does so, through seeking to align the Coca-Cola brand with honourable attributes of figures such as Lidia Espinoza - who the ad casts as being honest and hardworking (with a work-ethic, which is culturally desirable). In this way, cultural associations, which Coca-Cola's prospective consumer (their target market) bring to the ad are applied/transferred from Espinoza to Coca-Cola - imbuing the brand with the qualities, which Espinoza is attributed with as a consequence of her efforts. In this way, the ad functions is a manner similar to how 'celebrity marketing' works (through the transference of qualities from such a sports star to a brand) e.g. http://newpractices.co.uk/messaging/#zHlqK2LzkFk Note: this appears to be an example of Coca-Cola 'greenwashing' i.e. https://www.un.org/en/climatechange/science/climate-issues/greenwashing Coca-Cola's effort here could be considered a case of 'récupération' https://en.wikipedia.org/wiki/Recuperation_(politics) in the way that the ad seeks to co-opt ideas around ecological consciousness - to extend the reach of the Coca-Cola brand - whose modus operandi is (consumerist) consumption, which is commonly understood to be at odds with ecological concerns.
