Danny Rogers on PR: Coke weighs in on the US obesity drive

 

Coca-Cola is trying to stop Americans getting fat. Spot the irony in that sentence. But some truth lies therein. Last week Coke launched its first “anti-obesity” advertising campaign, with a two-minute TV commercial on mainstream news channels, followed by another ad during American Idol.

The campaign, by Bright House and Citizen2, treads a difficult line for the notorious purveyor of sugary drinks. On the one hand Coke is warning customers that they need to burn off the hundreds of calories present in its standard beverages, on the other it is keen to show that this can be done by leading a fun, active lifestyle.

So the commercial highlights the problem of obesity in America and talks of the increasing number of "diet" and "smaller serving" alternatives that Coca-Cola now sells.

Sceptics, of which there are many, argue that Coke is undertaking a cynical damage limitation exercise. They speculate that with new legislation in the US limiting the serving sizes for soft drinks and forcing brands to display calorie numbers, Coca-Cola is simply reacting.

But governments have failed to change damaging behaviours and thus the battle against obesity requires the manufacturers to join the debate responsibly.

Stuart Kronauge, general manager of sparkling beverages for Coca-Cola North America, says: "There's an important conversation going on about obesity out there, and we want to be a part of the conversation." This in itself is a good thing. The ads use the phrase: "If you eat and drink more calories than you burn off, you'll gain weight." A truism that is patently ignored in much of the world – including in Britain.

Companies such as Coca-Cola are gradually accepting that they are part of the problem, and therefore must be part of the solution.

Ideally, governments or community groups would be persuading us to change our behaviour for the better but it is encouraging that big brands are accepting their ethical responsibilities. Instead of a brilliant defensive strategy one just hopes this is "The Real Thing"™.

Start your day with The Independent, sign up for daily news emails
Arts and Entertainment
Natural beauty: Aidan Turner stars in the new series of Poldark
tv
Arts and Entertainment
Season three of 'House of Cards' will be returning later this month
tv

News
VIDEO
News
Mia Freedman, editorial director of the Mamamia website, reads out a tweet she was sent.
news
News
people
Arts and Entertainment
The write stuff: masters of story-telling James Joyce, left, and Thomas Hardy
books...begging to differ, John Walsh can't even begin to number the ways
Sport
Jose Mourinho on Sky Sports
footballEXCLUSIVE COLUMN Paul Scholes: It was not a leg-breaking tackle, as the Chelsea manager had claimed
ebooks
ebooksA special investigation by Andy McSmith
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

Recruitment Genius: Telesales / Marketing Executive - B2B - OTE £25,000

£17000 - £25000 per annum: Recruitment Genius: An opportunity to join this new...

SThree: Trainee Recruitment Consultant

£18000 - £21000 per annum + OTE £45,000: SThree: SThree Group have been well e...

SThree: Trainee Recruitment Consultant

£20000 - £25000 per annum + OTE £45,000: SThree: SThree Group have been well e...

Recruitment Genius: Business Control Manager

£36000 - £44000 per annum: Recruitment Genius: Encouraging more businesses to ...

Day In a Page

HIV pill: Scientists hail discovery of 'game-changer' that cuts the risk of infection among gay men by 86%

Scientists hail daily pill that protects against HIV infection

Breakthrough in battle against global scourge – but will the NHS pay for it?
How we must adjust our lifestyles to nature: Welcome to the 'Anthropocene', the human epoch

Time to play God

Welcome to the 'Anthropocene', the human epoch where we may need to redefine nature itself
MacGyver returns, but with a difference: Handyman hero of classic 1980s TV series to be recast as a woman

MacGyver returns, but with a difference

Handyman hero of classic 1980s TV series to be recast as a woman
Tunnel renaissance: Why cities are hiding roads down in the ground

Tunnel renaissance

Why cities are hiding roads underground
'Backstreet Boys - Show 'Em What You're Made Of': An affectionate look at five middle-aged men

Boys to men

The Backstreet Boys might be middle-aged, married and have dodgy knees, but a heartfelt documentary reveals they’re not going gently into pop’s good night
Crufts 2015: Should foreign dogs be allowed to compete?

Crufts 2015

Should foreign dogs be allowed to compete?
10 best projectors

How to make your home cinema more cinematic: 10 best projectors

Want to recreate the big-screen experience in your sitting room? IndyBest sizes up gadgets to form your film-watching
Manchester City 1 Barcelona 2 player ratings: Luis Suarez? Lionel Messi? Joe Hart? Who was the star man?

Manchester City vs Barcelona player ratings

Luis Suarez? Lionel Messi? Joe Hart? Who was the star man at the Etihad?
Arsenal vs Monaco: Monaco - the making of Gunners' manager Arsene Wenger

Monaco: the making of Wenger

Jack Pitt-Brooke speaks to former players and learns the Frenchman’s man-management has always been one of his best skills
Cricket World Cup 2015: Chris Gayle - the West Indies' enigma lives up to his reputation

Chris Gayle: The West Indies' enigma

Some said the game's eternal rebel was washed up. As ever, he proved he writes the scripts by producing a blistering World Cup innings
In Ukraine a dark world of hybrid warfare and murky loyalties prevails

In Ukraine a dark world of hybrid warfare

This war in the shadows has been going on since the fall of Mr Yanukovych
'Birdman' and 'Bullets Over Broadway': Homage or plagiarism?

Homage or plagiarism?

'Birdman' shares much DNA with Woody Allen's 'Bullets Over Broadway'
Broadchurch ends as damp squib not even David Tennant can revive

A damp squib not even David Tennant can revive

Broadchurch, Series 2 finale, review
A Koi carp breeding pond, wall-mounted iPads and a bathroom with a 'wellness' shower: inside the mansion of Germany's 'Bishop of Bling'

Inside the mansion of Germany's 'Bishop of Bling'

A Koi carp breeding pond, wall-mounted iPads and a bathroom with a 'wellness' shower