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Coca Cola begins ad campaign to address obesity

posted 15 Jan 2013, 04:20 by Mpelembe Admin   [ updated 15 Jan 2013, 04:20 ]

Coca-Cola has kicked off a new ad campaign Monday (January 14) highlighting the company's efforts to fight obesity as the industry faces growing pressure from local governments.

NBC - Coca-Cola Co kicked off a new advertising campaign with a two-minute commercial on U.S. cable television on Monday (January 14) highlighting its efforts in fighting obesity, as the soft drink industry faces increasing pressure from local governments and critics.

The commercial mentions how Coca-Cola sells about 180 low- and no-calorie drinks, works to produce better-tasting low-calorie sweeteners and has introduced smaller can sizes.

It also reminds viewers that "all calories count no matter where they come from" and that "if you eat and drink more calories than you burn off, you'll gain weight."

This is not the first time Coca-Cola has used advertising to address this issue, but it is a first for television. The move comes as New York City prepares for an upcoming ban on the sale of sugary drinks larger than 16 ounces (0.5 liter) in places like restaurants, movie theaters and stadiums. In November, voters in two California cities rejected ballot measures for soda taxes.

Another commercial, which talks about Coke's front-of-package calorie labels, will debut on Wednesday during the popular "American Idol" television show on Fox, which has partnered with Coke, the world's largest soft drink maker, for some time.

Coca-Cola, which is also a big sponsor of the Olympics and other sporting events, spent about $610 million on advertising in 2011, according to Brad Adgate at Horizon Media Inc, citing figures from Advertising Age.

American Idol is one of the costliest TV shows for advertisers, according to the latest annual survey by Advertising Age. The survey, released in October, found that the average cost of a 30-second spot on Wednesday's edition of the show was $340,825.


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