Coca-Cola became one of the world’s most powerful brands by equating its soft drinks with happiness. Now it’s taking to the airwaves for the first time to address a growing cloud over the industry: obesity.
The Atlanta-based company on Monday will begin airing a two-minute spot during the highest-rated shows on CNN, Fox News and MSNBC in hopes of becoming a stronger voice in the intensifying debate over sodas and their impact on public health.
The ad lays out Coca-Cola’s record of providing drinks with fewer calories over the years and notes that weight gain is the result of consuming too many calories of any kind, not just soda.
Coca-Cola says the campaign will kick off a variety of moves that help address obesity in the year ahead, such as providing more diet options at soda fountains.
Coca-Cola says the campaign will kick off a variety of moves that address obesity in the year ahead, such as providing more diet options at soda fountains. The company declined to say how much it was spending on the spots, which it started putting together last summer.
For Coca-Cola, the world’s No. 1 beverage company, the ads reflect the mounting pressures on the broader industry.
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