Coca-Cola executives have been left fuming following the release of a parody video which takes the mickey out of their iconic polar bear mascots.
The anti-fizzy drink video sees Alex Bogusky, former driving force behind Crispin Porter + Bogusky, dramatically visualises the side effects of too much sugar laden carbonated juice.
The Real Bears depicts a family of the mammals nursing a litany of health problems; notably papa bears erectile dysfunction and Type 2 diabetes, which forces him to have a ‘grizzly’ leg amputation.
A final scene from the video shows the family draining their drinks into the Arctic.
Bogusky said: “You know the American diet has gone the wrong way when it's considered normal to drink massive amounts of liquid candy. This is a cultural wake-up call."
Coca-Cola’s Susan Stribling retorted however: “This is irresponsible and grandstanding and will not help anyone understand energy balance. It also distorts the facts while we and our industry partners are working with government and civil society on real solutions."
Bogusky used to work with Coca-Cola while at CP+B it should be noted.