ABSTRACT
Global corporations—especially those that have been the subject of anti-corporate activism and charges of discrimination—face two major communicative challenges: maintaining trust with their diverse, multicultural publics, and sustaining brand relevance in a highly competitive environment. These two interrelated challenges help to explain why Coca-Cola would send three diverse young people on a year-long, 275,000-mile global adventure as part of the largest social media campaign in company history.
