Coca-Cola tackles issue of obesity in new US ad campaign
Coca-Cola has kicked off the New Year with a campaign that aims to tackle the obesity issue in America.
Its new advert is set to be broadcast during peak-time shows on CNN, Fox News, and MSNBC, addressing the debate over fizzy drinks and the impact they have on public health.
The two minute ad highlights Coca-Cola’s lower calorie offerings and states that weight gain is the result of consuming too many calories of any kind - not just from soft drinks.
The campaign spot, entitled “Coming Together”, is part of a longer term strategy for Coca-Cola, which includes providing further diet options, as it aims to continue to address obesity,
The move comes following the decision to put a “cap” on the size of soft drinks sold in New York restaurants, theatres, and arenas. At the time of the ban, Coca-Cola CEO Muhtar Kent spoke to the Wall Street Journal on Coke’s obesity link and how it is viewed in the public health sphere:
“[Obesity] is an important, complicated societal issue that we all have to work together to provide a solution… That’s why we are working with government, business and civil society to have active lifestyle programs in every country we operate by 2015.”
Diana Garza Ciarlante, a spokeswoman for Coca-Cola, said the new adverts were developed to address "the issue of the times."
"We have not done a good enough job in telling our story and being consistent in telling our story," she said, noting the company had to be careful to remain consistent with its brand voice and avoid sounding "preachy."