Coca-Cola launches £20m anti-obesity drive with free fitness classes
Coca-Cola Great Britain is investing £20m in physical activity programmes, with the launch of Coca-Cola Zero ParkLives, as it looks to get one million people active by 2020.
Created under the no-sugar brand, Coca-Cola Zero ParkLives will offer a range of activities including badminton and Tai Chi, which will be available for free in Birmingham, Newcastle and London this summer with expansion planned across the UK year-on-year.
In its first year ParkLives will hold “thousands” of structured sessions in over 70 parks and will be delivered in partnership with local councils.
Jon Woods, General Manager of Coca-Cola Great Britain said, “It’s widely acknowledged that leading an active lifestyle is one of the most important things we can all do to increase our overall health and happiness – after all, the more you move, the happier you feel. We’re thrilled to be working with local councils to deliver Coca-Cola Zero ParkLives.
“We know that cost is a barrier to participation so we hope that the free programme of activities will inspire local people to enjoy getting active a bit more and come together with friends and family in their local parks. We will expand the programme in the years ahead to provide more people in more cities with the opportunity to get moving and have fun.”
The impact and success of Coca-Cola Zero ParkLives will be measured by a panel organised by physical activity body ukactive, and chaired by Professor Greg Whyte from Liverpool John Moores University. The panel will ensure that the right activities are targeted to the right areas.
The campaign is the latest activity by Coca-Cola to shake off its unhealthy image – last year the brand overhauled Sprite to include 30 per cent fewer calories and introduced a smaller 250ml can for Coca-Cola, Diet Coke and Coke Zero.
Despite it’s efforts to push its association with sporting events, including the 2014 FIFA World Cup and the Olympic Games, Coca-Cola has come under fire from health charities for promoting its drinks as part of a healthy lifestyle.