Coca-Cola joins fight against obesity

Coca-Cola joins fight against obesity

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

Scroll Media Recruits Costa Panagos From Twitch
  • Advertising

Scroll Media Recruits Costa Panagos From Twitch

Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
  • Technology

Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs

School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]

General Motors Snares Heath Walker From Scania
  • Advertising

General Motors Snares Heath Walker From Scania

General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]