New ads from Coke address obesity
A new ad lays out Coca-Cola's record of providing drinks with fewer calories and notes that weight gain is the result of consuming too many calories of any kind - not just soda.
For Coca-Cola, the world's No. 1 beverage company, the ads reflect the mounting pressures on the broader industry. Later this year, New York City is set to enact a first-in-the-nation cap on the size of soft drinks sold at restaurants, movie theaters and sports arenas.
Even when PepsiCo Inc. signed a wide-ranging endorsement deal with pop singer Beyonce, critics called for her to drop the contract or donate the funds to health initiatives.
New research in the past year also suggests that sugary drinks cause people to pack on the pounds independent of other behavior.
In the ad, a narrator notes that obesity "concerns all of us" but that people can make a difference when they "come together."
Another ad features a montage of activities that add up to burning off the "140 happy calories" in a can of Coke. The activities include walking a dog, dancing, sharing a laugh with friends and doing a victory dance after bowling a strike.
In North America, all the growth in Coca-Cola's soda unit over the past 15 years has come from low- and no-calorie drinks, such as Coke Zero. Diet sodas now account for nearly a third of its sales in the U.S. and Canada. Other beverages such as sports drinks and bottled water are also fueling growth.
Even with the growing popularity of diet sodas, however, overall soda consumption in the U.S. has declined steadily since 1998.
Critical thinking challenge: Do you think Coca-Cola is more concerned about obesity or making sure that people buy its products?
Define this word: montage
- Posted on January 14, 2013