"Produced in Türkiye for You": A Semiotic and Discourse Analysis of Coca-Cola’s Boycott Strategy

Yıl 2025, Cilt: 26 Sayı: 3, 1333 - 1358, 28.11.2025

Mustafa Enes Tepe , Eyüp Al

Öz

This study examines Coca-Cola Türkiye’s “Produced in Türkiye for You” advertising campaign, launched in response to the boycott calls that intensified following Israel’s attacks on Palestine after October 7, 2023. Consumer boycotts intensified following Israel’s attacks on Gaza, with Coca-Cola becoming a central target of these reactions in Türkiye. Using semiotic and discourse analysis methods, the study identifies three main messages conveyed in the campaign: (1) the emphasis on locality and belonging, presenting the brand as an integral part of Türkiye; (2) the highlighting of Coca-Cola’s contribution to Türkiye’s economy and employment; and (3) the portrayal of Coca-Cola as an inseparable part of consumers' cherished memories and emotional bonds. While employing a Blend In strategy to mitigate the impact of the boycott, Coca-Cola also utilizes unrelated positive associations and information as part of its communication strategy. As a result, the combined use of localization emphasis with cultural and emotional codes reflects the brand’s effort to reconnect with its consumers.

Anahtar Kelimeler

Coca-Cola , Consumer Boycott , Semiotic and Discourse Analysis , Boycott Communication Strategies

“Senin İçin Türkiye’de Üretildi”: Coca-Cola'nın Boykot Stratejisinin Göstergebilimsel ve Söylem Analizi

Öz

Bu çalışma, 7 Ekim 2023 sonrası İsrail’in Filistin’e yönelik saldırıları neticesinde artan boykot çağrılarına karşı Coca-Cola Türkiye’nin “Senin İçin Türkiye’de Üretildi” reklam kampanyasını analiz etmektedir. Tüketici boykotu İsrail’in Gazze saldırıları sonrasında artış gösterirken Türkiye’de bu tepkilerin merkezinde Coca- Cola yer almıştır. Göstergebilim ve söylem analizi kullanılarak gerçekleştirilen incelemede Coca-Cola’nın reklamda üç temel mesaj verdiği saptanmıştır: (1) Yerellik ve aidiyet vurgusu ile markanın Türkiye’nin bir parçası olduğu; (2) Coca-Cola’nın Türkiye’nin ekonomisine ve istihdamına sunduğu katkı; (3) Coca-Cola’nın tüketicilerin unutulmaz anılarının ve duygusal bağlarının ayrılmaz bir parçası olduğu vurgulanmaktadır. Coca-Cola boykotun etkisini hafifletmede yerelleşme stratejisine başvururken ilişkisiz olumlu çağrışımlar ve bilgileri iletişim dili olarak kullanmaktadır. Sonuç olarak yerelleşme vurgusuyla kültürel ve duygusal kodların birlikte kullanımı markanın tüketicisiyle yeniden bağ kurmasını çabasını göstermektedir.

Anahtar Kelimeler

Coca-Cola , Tüketici Boykotu , Göstergebilim ve Söylem Analizi , Boykot İletişim Stratejileri

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