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Coca-Cola releases first ever anti-obesity ad

There’s no doubt that obesity is a major health concern in North America, and soft drink companies have born much of the blame for what many consider to be an epidemic.

Now, for the first time, beverage giant Coca Cola is tackling the issue of obesity head- on with a two-minute commercial that hit the airwaves across the United States on Monday.

In a soothing female voice, the ad describes Coke’s recent efforts to provide more low calorie and calorie-free options. The voice claims that Coke has voluntarily stocked school vending machines with primarily low and no calorie choices, and says Coke is committed to looking for more healthy options, like all-natural calorie-free sweeteners.

The ad winds up with this reminder: “All calories count, no matter where they come from, including Coca-Cola and everything else with calories. And if you eat and drink more calories than you burn off, you’ll gain weight.”

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Another will air later this week, and features activities that add up to burning off the "140 happy calories" in a can of Coke.

“I’m pleased with the way they treated this issue,” says Brynn Winegard, the director of MBA recruitment at Ryerson University's Ted Rogers School of Management.

Winegard has known many Coke employees and says conversations about this issue have been taking place at the company for the past decade.

“It’s about time,” says Winegard. “It is very reactionary and comes maybe about a year or two late. I would have liked to see them leading this conversation instead of joining when they were sure it wouldn’t damage their brand.”

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She says McDonald's was way ahead of Coke in regards to confronting the unhealthy image of their products. Last year, the fast food giant rolled out a social media campaign that answered questions about exactly what their food is made from and how it is prepared.

Winegard says the Coca-Cola ads should come as a relief to the consumer population, because they serve as an indicator of where the company is headed.

Coca Cola’s legacy is carbonated beverages, but Winegard says they would be wise to continue the push towards rebranding themselves as a beverage company with a focus on their healthier newer products, like teas, juices and waters.

“They’ve stuck to the facts here,” says Winegard. “It’s hard to go wrong if you do that.”

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Tirtha Dhar is an assistant professor of marketing at the University of British Columbia’s Sauder School of Business, and he agrees that from a marketing perspective the ads work.

“Coca Cola wants to be proactive and wants a 'seat on the table' in the ongoing policy debates,” says Dhar. “They don't want make the same mistake as the cigarette companies, who were completely sidelined in the policy debates due to their obstinacy in the face of overwhelming evidence.”

But while it may help the company’s public image, Dhar says real actions will be needed before the public believes in Coke’s commitment to consumer health.

“On that front their actions are mixed,” says Dhar. “Yes, they are bringing out more low and zero calorie products and smaller package sizes, but they have used their trade groups to vehemently oppose any form of taxation or regulations of availability.”