For
decades Coca-Cola and other soft drink makers have taken a lot of criticism for
their contribution to poor health and obesity. Earlier this week, Coca-Cola addressed obesity
for the first time, launching a global advertising campaign in the U.S. which
attempts to showcase their efforts to help fight the obesity epidemic in
America.
The company
released a two-minute video, titled "Coming Together," which
highlights a few of their alternative beverage choices, including low- and
no-calorie options. The ad tries be happy and cheery about how we can all help,
but it fails to mention how soft drinks are still one of the leading causes of
obesity. They do start to acknowledge
their contribution but then say that there are many other factors (“calories
are everywhere!”). Their goal is to
appear great and caring, but it is pretty transparent as a corporate image
campaign.
On Wednesday,
Coca-Cola released a second ad called "Be OK," which makes it clear
that a can of Coca-Cola has 140 calories and shows people being physically
active, suggesting how people can work off the calories. Again, the irony is that under the euphemisms,
what they’re saying is to work off this bad product with this much exercise
when, really, the obvious solution is to avoid the product in the first place.
They also white-wash the staggering 140
calories by calling them “140 happy calories” in their commercial. How mind-numbingly juvenile! They seem to be aiming at younger audiences
that they feel can be fooled easily.
“Coming Together”
launched in the US in January is not entirely negative; any campaign that is
mentioning obesity and health problems is a step in the right direction. However, it seems quite apparent that
Coca-Cola is trying to find new methods of making money, or to look like they
care about situations like obesity, and to stay profitable as people start
making healthier choices on their own.
