The mighty beverage maker is bringing some of their marketing and branding magic to work on the problem of obesity. Check out their Coming Together video and website. While the video stresses the many things the company has already done to address obesity – created lower calorie versions of nearly all beverages, made calorie count more visible, restricted beverage offerings in schools to water, juice and low calorie choices, and so on – it looks to be just the start of a broader campaign. Check out the get involved and newsletter options in Where do we go from here?
They are already attracting critics that claim the approach is too simplistic or a matter of PR. One thing is for sure, the changes they have made already avoided the consumption of many millions of calories. Let’s hope they are serious about using their brand and influence to address our obesity crisis.
I am interested to hear from readers about specific actions Coca Cola can take that will fight obesity while simultaneously improving their bottom line.