Coca-Cola, a Company Dedicated to Fighting...Obesity?

               There’s been a lot of talk recently over ethical issues concerning advertising in the US and whether or not brands should have some sort of social responsibility toward its consumers concerning the products they sell.  To address this issue, I wanted to use Coca-Cola’s new campaign of commercials designed to help stop obesity in the US.

                So you’re probably thinking what I was when I first saw their newest commercial on the subject, “why is a soda company backing up a cause for stopping obesity?”  I think it’s great that the company has decided to back up an important social issue and is trying to be an example of an ethical, consumer-minded organization.  However, obesity? Really? While very true Coca-Cola is behind a host of beverages with many of them having nothing to do with soda, the very foundation of the brand is Coke; a drink full of sugar whose calories provide no nutritional value whatsoever.  Obesity is a huge issue in this country, one that needs to be addressed for the sake of everyone.  Coca-Cola can’t really be the company to pick up this social cause though.  They may have the best intention behind these commercials but I just don’t think the right message is going to be communicated.  The fact that many of their products have played a part in the obesity epidemic in this country will hurt whatever authentic intentions the company may intend.  Instead of an honest company trying to draw attention to a problem, it’s going to be a campaign seen as damage control.  This campaign could quite easily have a backlash effect.  If they just continued to advertise their products, it’s very likely no one would accuse them of every trying to cover anything up.  However, by addressing the issue so straightforwardly, it might just make it seem like they are trying to ignore the elephant in the room. 

                My thought is why not just stress this idea of moderation and controlling your sugar/caloric intake in their advertising without making it a campaign against obesity?  You don’t have to tell people what the negative effect will be when all you can say is the positive of being healthier by enjoying Coke in moderation.  Even alcohol commercials simply say something like “enjoy in moderation”.  You don’t see them going on a campaign to publically address alcoholism.  Coca-Cola should emphasize a healthy lifestyle with their beverages as a small treat of happiness.  After all, happiness has been their goal for the consumer for many decades.