However, The Coca-Cola Company is hoping a new ad campaign will change all that. As revealed in a recent press release, “The Coca-Cola Company is reinforcing its efforts to work together with American communities, business and government leaders to find meaningful solutions to the complex challenge of obesity.”
In other words, Coca-Cola wants to be seen as a partner in combating obesity, which the CDC now calls a national epidemic and a major contributor to some of the leading causes of death in the US, including heart disease, stroke, diabetes and some types of cancer.
Of course, in the past, Coca-Cola –along with other sugar-sweetened beverage producers –has been widely seen as just the opposite. In fact, studies like this one in The New England Journal of Medicine have contributed to a growing body of evidence showing a direct correlation between consumption of sugar-sweetened drinks and obesity.
All of which begs the question:
Can a company that may be contributing to a “national epidemic” successfully re-brand itself as a company that’s helping to find “meaningful solutions” to that same epidemic?
I suppose only time will tell. But over the past few weeks, criticism of Coca-Cola has been swift . . . and harsh.
The centerpiece of the campaign is a two-minute video, “Coming Together,” which debuted in mid-January. Again, from the Coca-Cola Company’s press release: Continue reading