Coca-Cola Confronts Obesity in Marketing Campaign

Coca-Cola includes obesity in its new Marketing Campaign

A rather intriguing, yet controversial topic to hit newsstands recently is the truth about soda. As we all know by our personal experiences, soda is known for its high sugar content causing sugar rushes and crashes. It’s also the culprit for headaches, stomach aches, and other ingestion-related issues. We have never been regulated by our soda intake. Some consider themselves to be soda-holics, while others are only infrequent drinkers often only drinking these beverages in social settings or special occasions.

With instances like Mayor Bloomberg attempting to place restrictions on maximum-sized soda beverages in New York City and schools banning vending machines permanently, major producers of soda beverages are quickly creating new initiatives to care for their consumers. Coca-Cola in particular is releasing advertisements shining a new light on the negative side effect of the over consumption of their product. Coca-Cola has formed an anti-obesity campaign to highlight that effort. The global producer of the immensely popular product is committing to their campaign by promoting a healthy lifestyle. One of the ways they are reaching out with their campaign is raising awareness about portion control. Coca-Cola is also reaching out to promote more low-calorie products and emphasizing the importance of physical activity programs.

Coca-Cola has even stepped forward announcing their plans to advertise and sell more diet soft drinks. Additionally, they made a vow to market only to audiences 13 years or older.

Coca-Cola committed to being part of the solution

Dubbed the “Coca-Cola Journey,” this risky branding campaign is putting their long legacy on the line. By pulling through with their campaign, Coca-Cola is admitting their beverages have a correlation with obesity. It is highly respectable of Coca-Cola to acknowledge that their products may contribute to a world wide issue. The corporation’s Customer and Commercial Director of Coca-Cola Australia articulated that they wish to be “committed to being part of the solution.”

Though critics are divided on whether or not Coca-Cola is lightly touching the subject matter of obesity or truly making a responsible move, we must admit that an approach was made. Whether or not this is a long-term stride, this will be something to monitor in the future. Coca-Cola has been in business for a long time, and in a time of social action, they are acting on an issue of greater issue: obesity. Assuming, they wish to be seen as a company who is teaching how to carry out a healthier lifestyle. Rather than disregarding the global issue, they are dealing with it in a way that is beneficial to the company and to its customers. This type of customer loyalty is heavily valued and respected since Coca-Cola relies on returning customers each day.

Here are two videos that will definitely strike your interest:

Coca-Cola’s Original Message

The response video by Education Inspire Change Now

What do you think about Coca-Cola’s attempt to marketing to a more health conscious society?

via Business 2 Community http://www.business2community.com/marketing/coca-cola-confronts-obesity-marketing-campaign-0604031?utm_source=rss&utm_medium=rss&utm_campaign=coca-cola-confronts-obesity-marketing-campaign