Coca-Cola Rolls Out New Campaign Against Obesity (Includes video)
The supermassive beverage retailer Coca-Cola is rolling out some television spots this week, intending to highlight its contributions to the growing epidemic of obesity in the world.
Oops! Strike that; its contributions to the fight against that epidemic.
On Monday night, Coco-Cola launched a two-minute clip on cable entitled "Coming Together."
Coca-Cola already participates in several nationwide programs aimed at curbing obesity, such as Triple Play, the School Fitness Centers & Governor’s Physical Fitness Challenge and the Rails to Trails Conservancy, among others.
But this new campaign is really more about getting the word out about its arsenal of more than 600 products; about responsible marketing; and about making the "nutritional content" of a can of Coke as transparent as possible.
Not about the fight against obesity.
One of the ads, called "Be OK," will air during American Idol on Jan. 16. And according to Coca-Cola, the ad "makes it perfectly clear right up front that a can of Coca-Cola has 140 calories. This spot also encourages people to have some fun burning those calories off."
Stuart Kronauge, general manager of Sparkling Beverages, Coca-Cola North America, says:
“We are committed to bring people together to help fight obesity. 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.”
Damn straight they have an important role. I'm just not sure they know what their role really is.