@hawkeye10,
Quote:the intent is to sell you that you can still drink their stuff if you want to be healthy, the result however is to project the image of appeasement, aka weakness.
They have no choice but to try appeasement in the face of declining sales to consumers, moves to try to impose soda taxes, or Bloomberg's initiative to limit serving sizes, as well as the mounting evidence that the types of calories from sugary soda drinks are making a unique contribution to the obesity epidemic.
But, it's not just a matter of the "image of appeasement" being a bad idea, it's also a very deceptive marketing campaign. Being downplayed is the entire idea that their product might be unhealthy or harmful. It's not just that "all calories count" so people should exercise more, or opt for their newer smaller sized cans, it's also that some types of calories have more negative effects than others, including those in the products they are still urging people to drink.
They are certainly taking a risk with this ad campaign, by linking their products to obesity, and they are trying to minimize that risk by claiming they are helping to promote a solution, and it remains to be seen whether the public will buy this damage-control PR. So far, the critics of these sugary-drinks aren't buying it, based on their immediate responses after seeing the ad.
Quote:“They are clearly running scared and for good reason,” said Harold Goldstein, executive director of the California Center for Public Health Advocacy, which led the charge to get sugary sodas out of schools.
Dr. Goldstein said that if Coke really wanted to do something to reduce consumption of sugary sodas, it would sell them for a higher price than its other low- and no-calorie beverages. “Instead of spending millions on a P.R. campaign that will do nothing to combat obesity, diabetes and tooth decay, they would reap profits and change the beverage consumption of Americans in a big and beneficial way,” he said.
http://www.nytimes.com/2013/01/15/business/media/coke-tv-ads-confront-obesity-and-sodas-role.html