It seems soft drink giant Coca-Cola is the newest warrior in America’s fight against obesity, yesterday launching a campaign which expounds Coke’s efforts to lower consumers’ calorie intakes.
The campaign is led by a hefty two minute TVC created by US agencies Bright House and Citizen2 and is running across major national news channels.
It is the first time the brand has attempted to tackle the issue in its advertising and follows recent attempts by American government bodies to implement a “Soda Tax”.
Debates around a tax on sugary drinks have flourished for over a decade in the US but came to a head last November when two Californian cities with the highest rates of obesity, Richmond and El Monte, proposed to implement taxes on soda.
The cities would have been the first in America to legislate a tax on sweet drinks but voters rejected the local government ballot initiatives.
Two months before, the New York City Board of Health approved a ban proposed by Mayor Michael Bloomberg on the sale of large sodas and other sugary drinks at restaurants, street carts and movie theaters, the first restriction of its kind in the country.
As anti-soda sentiment gains ground it’s no surprise the nation’s largest soft-drink producer is trying to change its public image.
The TVC emphasises Coca-Cola’s 180 “low and no-calorie choices” as well as no-calorie options on their classic, full-calorie beverages (like Coca-Cola and Diet Coke).
It also details Coke’s efforts to remove its soft-drink products from American schools in favour of juices and water, and flags the launch of smaller, portion-controlled sized cans of drink (pictured) which are set to hit US supermarket shelves by the end of 2013.
A second spot, called "be OK", will reportedly debut during American Idol in the US today.
Stuart Kronauge, GM sparkling beverages Coca-Cola North America, told the media: "We are committed to bring people together to help fight obesity.
"This is about the health and happiness of everyone who buys our products and wants great-tasting beverages, choice and information. The Coca-Cola Company has an important role in this fight. Together, with willing partners, we will succeed."
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