Coca-Cola joins fight against obesity

Coca-Cola joins fight against obesity
SHARE
THIS



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."

http://www.youtube.com/watch?v=zybnaPqzJ6s#t=7s

Please login with linkedin to comment

Latest News

Mark Zuckerberg, chief executive officer of Facebook Inc., listens as Narendra Modi, India's prime minister, not pictured, speaks during a town hall meeting at Facebook headquarters in Menlo Park, California, U.S., on Sunday, Sept. 27, 2015. Prime Minister Modi plans on connecting 600,000 villages across India using fiber optic cable as part of his
  • Technology

“No F*cking Way!”: Pink Floyd Frontman Refused To Give Mark Zuckerberg Rights To Song

Roger Waters, co-founder of Pink Floyd, said he refused to give Mark Zuckerberg the rights to use hit song Another Brick in the Wall (Part Two). Waters was speaking at a pro-Julian Assange event when he said that he had been offered a “huge, huge amount of money” for the use of the 1979 hit […]

by B&T Magazine

B&T Magazine
Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign
  • Campaigns

Accor Celebrates Aussie & NZ Cities With New ‘Go ALL Out’ Campaign

Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins
  • Marketing

Marketing Firm Silverbean Set To Double Headcount To Support New Client Wins

Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]

Xandr Launches New Guide Exploring The Future Of Identity
  • Advertising
  • Technology

Xandr Launches New Guide Exploring The Future Of Identity

Xandr, AT&T’s advanced advertising company, today released “Shaping the Future of Identity,” an industry guide exploring the approaches for buyers and sellers, as well as market participants, as they evaluate identity solutions in preparation for a future without third-party cookies.

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client
  • Marketing

GTI Appoints New GM Of Marketing & Strategy, Snares Fresh Client

Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign
  • Campaigns
  • Marketing

Hospitality Networking Platform Clipboard Launches Equity Crowdfunding Campaign

Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]