Starting from Monday on the highest-rated shows on CNN, Fox News and MSNBC will be interrupted by Coca-Cola two-minute ads laying out the company’s record of providing drinks with fewer calories and noting that weight gain is the result of consuming too many calories – not just soda. In such a manner Coca-Cola, one of the world’s most powerful brands, has set to dismiss accusations that soft drinks are the primary culprits of obesity and promote the company’s efforts to fight the nation’s disease.
Amid general concerns over the nation, the youngest part of it in particular, gaining weight too fast – childhood obesity has more than tripled in the past 30 years – New York City has decided to enact a cap on the size of soft drinks sold at restaurants, movie theaters and sports arenas. The city’s pioneer move has inspired the mayor of Cambridge, Mass., to introduce a similar measure. For a long time Coca-Cola has been associated with the idea of happiness. But the Coca-Cola happiness, as it has turned out, is measured in kilograms. A decades-long study involving more than 33,000 Americans, for example, suggested that drinking sugary beverages interacts with genes that affect weight. Some new research has also suggested that sugary drinks cause people to gain kilograms independent of other behavior. With the new campaign to kick off next week Coca-Cola is set to weigh in the debate and points to the efforts the company performed over the past years to tackle the problem. "There's an important conversation going on about obesity out there, and we want to be a part of the conversation," Stuart Kronauge, general manager of sparkling beverages for Coca-Cola North America, said. One of the videos to be aired on US television will remind viewers that weight management is about calorie counting, including those that come from Coca-Cola beverages. The advert also recalls Coca-Cola’s commitment to deliver more beverage choices, including low- and no-calorie options, to the public. Besides, as the company noted, it already puts calorie counts on the front of its cans and bottles. It is noteworthy that Coca-Cola has been shaping its business for the past years based on the public concern over the high calorie content of its soft drinks. Nearly one-third of its sales in the US and Canada is diet soft drinks. Then come sports drinks and bottled water. It is the first time the company has gone on the offensive to tackle widespread criticism that sugary beverages are one of the biggest contributors to the obesity epidemic. The ads have been attacked before they were shown. “This is about confusing the public,” said Michele R. Simon, a public health lawyer who writes frequently about the food and beverage business and its role in public health issues. “They are downplaying the serious health effects of drinking too much soda and making it sound like balancing soda consumption with exercise is the only issue, when there are plenty of other reasons not to consume too much of these kinds of products.” Source: Voice of Russia
