Coke Obesity Ad Campaign Launched; Damage Control or Genuine Concern?
The Coca-Cola Company began a new advertisement campaign that focuses on curbing the nationwide rise in obesity.
The company released a statement to the press on Monday that reflects the need for a change to healthier lifestyles in the U.S. and around the world. The first commercial of the campaign, a 2-minute video called "Coming Together," begins with a voice-over: "For over 125 years, we've been bringing people together. Today, we'd like people to come together on something that concerns all of us: obesity."
The second commercial titled "Be Ok" talks about how many calories are in a can of regular Coke and shows how people can burn off the consumed calories.
The television spots are scheduled to air this week.
Out of the company's 650 beverages it offers 180 of them that either have a low calorie count or none at all.
"We are committed to bring people together to help fight obesity," said Stuart Kronauge, a general manager for Coca-Cola North America who was quoted in the company's statement. "This is about the health and happiness of everyone who buys our products and wants great-tasting beverages, choice and information."
Coke came under increased fire over the past year and became a target in an anti-obesity crusade, led in large part by the Center for Science in the Public Interest.
"It looks like a page out of damage control 101," said Michael Jacobson, executive director for the interest group, in response to Coca-Cola's latest ad campaign. "They're trying to disarm the public."
The company has also had to fight against new laws such as the ban on sugary drink sales over 16 ounces in New York City that was approved by Mayor Michael Bloomberg last September. However, it appears Coca-Cola is trying to change the public's image of the company.
The soft drink maker allocated $5 million to add fitness centers to schools across the country. Coca-Cola also developed plans to get people to adopt healthy habits, like the Troops for Fitness program, which has returning military veterans leading military-type exercise training classes.
