Can Coca-Cola Re-Brand Itself as an Anti-Obesity Company?

Tuesday, January 15, 2013

Coca-Cola has been a part of Americana for as long as any living American has been alive. For over 125 years — if their ads are to be believed — hey’ve been a part of our courtship rituals and our family get-togethers, and even our dreams for world unity.

But Coca-Cola hasn’t just dreamed of teaching the world to sing (in perfect harmony). Over the decades — and long before the invention of Diet Coke in 1982 — they’ve dealt off-and-on with the concerns of the American waistline. Ads dating back to the 1950s claim that Coke has “as many calories as half a juicy grapefruit.”

But last night, Coca-Cola took their weight concerns to a new level with a new 2-minute anti-obesity ad that looks more like a public service announcement than a commercial.

Who is this ad targeting? And isn't it sending mixed messages?

Cindy Gallop has been watching the new Coca-Cola campaign closely. She's an advertising consultant who focuses on brand reinvention, business game-changing, and transformative business practices.

Guests:

Cindy Gallop

Produced by:

Kristen Meinzer

Comments [4]

unkerjay from Puget Sound, WA

In all the images I've seen of musclebound men and women, or of fit men / women promoting health, I don't think I can recall enough for the fingers of one hand, let alone two in which they've been shown guzzling or promoting soda, let alone Coke.

For Coke to want to rebrand itself is fine.

I'm not sure it will EVER be seen as the new or the next vegetable.

Of course we'll know that hell has frozen over and pigs fly, when we hear the phrase, "Drink your Coke or NO dessert for you!"

Jan. 16 2013 12:34 AM
desdemona finch from Boulder, CO

That's like R.J. Reynolds branding itself as a health company. Sugar is the new Tobacco.

Jan. 15 2013 03:04 PM
Larry Fisher from Brooklyn, N.Y.

They could tweak their product with cocaine. Originally, Coke had cocaine in it, bring it back, call it... Coke Kaneless - "All the coke, no sugar"
Pharmacies would carry it.

Friends of mine who became addicted to Cocaine, often lost weight.

Jan. 15 2013 01:13 PM
Mike from Charlotte, NC

Last night I watched the season premiere of "House of Lies" where they mock corporate spin and double talk. This interview sounds like a scene from the episode. I urge your guest to watch it.

It's romantic to think that the crowds can solve a simple, conflict...impulse control is the villan to the consumer goods industry.

Jan. 15 2013 09:28 AM

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