Coca-Cola: We're Fighting Obesity
Here's a two-minute PR piece posted yesterday by Coke. Ad Age breaks it down:
While Coca-Cola has been vocal in media, government and industry circles about its moves to bring more low and no-calorie options to market, the new ads mark the first time the beverage giant has taken its message directly to a large swath of consumers. "It's the first time we're really leaning into the conversation," Diana Garza Ciarlante, a Coca-Cola spokeswoman, told Ad Age. "We're doing it in a way that's anchored in what people expect of Coca-Cola. They expect us to be part of the dialogue, to lead where we can and to be responsive." A two-minute ad, "Coming Together," will begin airing today on national cable channels. The spot, created by Brighthouse and Citizen2, highlights the company's record of developing, distributing and marketing low- and no-calorie beverage options. And it clearly communicates a "calories in, calories out" message.