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

AnalogFolk Hires Senior Creative Content Specialist Naomi Martin
  • Advertising

AnalogFolk Hires Senior Creative Content Specialist Naomi Martin

Global independent creative agency AnalogFolk has added more creative content firepower to its Sydney team with the appointment of award-winning Naomi Martin as senior copywriter and social lead. Martin’s focus will be further building the agency’s creative and strategic capabilities across editorial, branded content, influencers, creation and production. Formerly head of content at IPG Mediabrand’s […]

Apple Set To Bundle Subscription Services
  • Technology

Apple Set To Bundle Subscription Services

Apple unveils latest initiative that is rumoured to have come to Tim Cook while he was scooping the leaves in his pool.

by B&T Magazine

B&T Magazine
SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat
  • Campaigns

SkyBus Welcomes Back NZ Travellers With New Campaign Via Hardhat

SkyBus’ latest ‘The Easy Way to Getaway’ campaign via newly awarded creative agency Hardhat aims to give a warm welcome to returning New Zealand travellers, letting them know the airport transfer service is ready and waiting. The win has seen Hardhat lead the charge on SkyBus’ strategy and creative across New Zealand, ensuring confidence in […]

by B&T Magazine

B&T Magazine
Woolworths W23 Longtail UX. From left Will Santow, Longtail UX Co-Founder and Co-CEO; Ingrid Maes, Managing Director W23 and Andreas Dzumla, Longtail UX Co-Founder and Co-CEO. Pictured at Dan Murphys in Mosman. 13th August 2020. Photograph Dallas Kilponen.
  • Technology

Longtail UX Secures $2.25M In Funding From Woolworths Group’s Venture Capital Arm W23

Longtail UX, an Australian founded tech company with 70+ clients across the Americas, EMEA and JAPAC, has today announced a $2.25m supplementary equity raise in partnership with Woolworths Group’s venture capital arm, W23 and Steven Lew-owned group, Global Retail Brands (GRB). The investment builds on the $3m funding round led by Investec through its Investec […]

Enero Posts Net Revenue Increase Of 4.9%
  • Media

Enero Posts Net Revenue Increase Of 4.9%

Forget 2020's plagues, pestilence and famine says Enero, as balance sheet comes out with sweet smell of potpourri.

by B&T Magazine

B&T Magazine