Coca-Cola beverages have launched a new advertising campaign addressing, for the first time, the problem of obesity and their part in it. A two-minute video titled ‘Coming Together’ aired on US television earlier this week, reminding viewers that all calories count in weight management, including those that come from the company.
The ad then goes on to showcase the various low- and no-calories drinks that Coca-Cola has been producing over the year. It also notes that weight gain is the result of consuming too many calories of any kind – not just soft drinks.
A second spot, called ‘Be OK‘, will debut on American Idol on January 17. The ad makes it perfectly clear right up front that a can of Coke has 140 calories. This spot also encourages people to have some fun burning those calories off.
“Overcoming obesity will require work from all of us,” said Stuart Kronauge, General Manager, Sparkling Beverages, Coca-Cola North America. “If we are to reach the goal of Americans achieving a happy, healthy and active future we all will have to dedicate ourselves to move forward together.”
This campaign comes as some US government officials target high-calorie soft drinks for tougher regulations. Recently New York Mayor Michael Bloomberg called for a ban on the sale of sugary beverages — those that contain caloric sweeteners in quantities greater than 25 calories per 8 fluid ounces — in cups larger than 16 ounces. This proposal is said to take effect in March.
Coca-Cola though maintains that their latest campaign is independent of any external pressure.
“We are committed to bring people together to help fight obesity,” said Kronauge. “This is about the health and happiness of everyone who buys our products and wants great-tasting beverages, choice and information. The Coca-Cola Company has an important role in this fight. Together, with willing partners, we will succeed.”
One thing the company will be hoping this spot help them succeed in, is boosting the rapidly declining sales of soft drink. Industry tracker Beverage Digest has reported that consumption of fizzy drinks in the US has been declining steadily since 1998.