Change of advertising message for Coca Cola
Unusual return of things of hyper-consumerism in this modern society: industrialists try, at all costs, torenew their brand image. For this, the Coca Cola brand is working, with a lot of communication messages, to demonstrate that obesity is not the result of a harmful diet, to which sodas or other soft drinks belong, but is more related to the simple absence of physical activity. As unthinkable as it is, it is by an impromptu return of situation, with a lot of dollars, that the world-famous brand has not finished talking about it and has not ceased, above all, to remain the favorite drink of teenagers.
A report from the New York Times
The famous American newspaper reports(1) the new communication strategy of the internationally known soft drink in order to reconquer, if necessary, some letters of nobility. And these are extravagant sums that the firm invests in its campaigns with the advice, to no longer count kilocalories, but much more to practice a sports activity in order to maintain a balanced and stable weight.
Certainly, there are two ways to lose weight: limit your food intake or increase your physical expenses. Coca Cola preaches for its parish and advocates increasing calorie outputs by followingthe WHO recommendation: “move”!
Obese subjects are no longer victims
Until now, the obesity epidemic could be justified on the assumption that, due to ignorance, some people have made a mistake in choosing the right foods by opting for junk food, much easier to prepare, since already presented in attractive packaging. But industrial firms are not letting this happen. Indeed, in return, they accuse sedentary people of not taking charge of themselves and wallowing ininactivity.
Since obesity is caused by these two principles, it is easy to blame one over the other. In fact, it’s just a matter of marketing orientation! For example, Coca-Cola says that obese subjects should start exercising, which would allow them to eat and drink as they please.
So, does sport reduce dietary harm?
In the short term this can be understood, but it is not because the damage is not detected immediately that it does not exist. In any case, at one time or another, physical, organic, psychic disorders become detectable. How can we imagine, like the young Irish Lena Lupari who drank, almost 30 cans of Red Bull® a day(2)that drinking sodas can trigger lifelong blindness?
Playing sports in order to eat, afterwards, “anything” and cause harm to one’s body, is this the current advertising message of Coca Cola?
Force is to note that the group has already invested 1.5 million dollars in a non-profit structure, the Global Energy Balance Networkwhich advocates certain sports health recommendations. These are 4 million which are currently used for the development of studies relating to the benefits of physical activity in the treatment of diabetes and obesity.
Sports educators can be happy, the American firm becomes, suddenly, their best prescriber. Moreover, Coca Cola’s television campaigns show athletes, competitors, people who move and who practice various sports. Meanwhile, one in three adults in the United States is a victim of excess pounds. Obesity continues to grow and the weight of lobbyists is still pregnant… Butuntil when?
Stephen Paul is the lead author and founder of My Health Sponsor. Holder of a diploma in health and well-being coaching with more than 200 articles in the field of health, he makes it a point of honor to offer advice based on reliable information, based on scientific research, and verified by health professionals.