Coca-Cola Joins Fight Against Obesity with Ad Campaign

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January 14, 2013 ‐ By Kimberly Maul
AP Photo/Winona Daily News, Andrew Link

AP Photo/Winona Daily News, Andrew Link

Soft drink manufacturer Coca-Cola is joining the fight against obesity with its latest advertising campaign.

In a new two-minute spot that is hitting the airwaves this week, the company highlights its drink offerings with fewer calories and talks about how consuming too many calories from a variety of sources can contribute to weight gain, the Associated Press reported.

Additionally, Coca-Cola will spend 2013 focusing on the issue of obesity with several campaigns, including more diet options at soda fountains, more noticeably posting calorie counts for cans and bottles of soda, and helping consumers make smarter choices when it comes to what they drink.

“We have not done a good enough job in telling our story and being consistent in telling our story,” Diana Garza Ciarlante, a spokeswoman for Coca-Cola, told the AP. She also said the company will be consistent with its brand voice, including its “happiness” theme, in another 30-second ad that will also run during American Idol and before the Super Bowl. This ad will focus on “140 happy calories” and ways consumers can burn off those calories, such as walking a dog or enjoying a silly dance with friends.

While the Robert Wood Johnson Foundation reported in September 2012 that overall childhood obesity rates were slightly down from previous years, the declines were smaller for minority children. African-American women also struggle with some of the highest obesity rates, according to the Center for Disease Control and Prevention, and several celebrities are working to address the issue.

Meanwhile, Coca-Cola posted a video online in December, hinting at its work to fight obesity called “Together for Good.” In 2013, expect to see more not only from Coca-Cola, but other obesity-fighting advocates, as this issue continues to affect Americans.

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