Behind Coke’s international marketing campaign to insinuate
that the beverages it sells are part of a healthy lifestyle lurks the hidden
message that Coke doesn’t care what you drink—as long as it’s a Coke product.
That’s not how the company puts it. What Coke says, in a
full-page ad in many national (and probably international) print media
yesterday, was “At Coca-Cola we believe
active lifestyles lead to happier lives. That’s why we are committed to
awareness around choice and movement, to help people make the most informed
decisions for themselves and their families.”
Now let’s take all the squeamishness out of this soggy
statement; change into explicit language the indirect references to the now
worldwide epidemic of obesity and to the myth that exercise is a magic elixir; and
dismantle the buzz words like “awareness” and “informed decisions.” In other words, let’s translate the message
directly into common sense English. Keep in mind that the following is my rough
translation of what Coke is saying: “We know that many of our products
contribute to obesity, so we offer other products. We’re putting some of the
enormous profit we’re making into exercise programs that are linked with our
brand names in hopes that people will think that because they are exercising
more they don’t have to cut down on calories to lose weight. The important thing is that no matter what
people drink that they buy a Coke product.”
(I hate using the word product to apply to food because the
word “product” suggests unnatural processing, but in Coke’s case it mostly
makes sense.)
Instead of its usual collage of happy people drinking Coke,
the print ad is a red background with the outline of an original Coca-Cola
bottle and the text reversed out in white. The print ad may represent a
landmark in advertising because it’s the first time (or the first time I have
seen) that a Coke or Pepsi ad is devoid of photographs of happy people. Of
course the website to which the full-page ads send viewers, comingtogether.com, more than makes up
for the lack of smiling faces and Coke-filled bellies in the print ad.
After the code-phrase encrusted first paragraph of the ad,
Coke lays out its four commitments:
- Sell “low- or no-calorie beverage options” in every market.
- Support physical activity programs, again in every market
- Label its products with nutritional information.
- Not advertise to children under 12.
1. The commitment to sell “low- or no-calorie” beverage
options (the basic idea that we can we drink what we want as long as it’s a
Coke product) assumes that these “low or no” drinks are healthy. In fact, studies have shown that some types
of artificial sweeteners may cause cancer and that drinks with artificial
sweeteners give people a greater appetite and so contribute to increased
calorie intake and therefore to weight gain and obesity. Coke also sells a line
of energy drinks, which studies are now showing are bad for you. Coke also
sells juice products loaded with either sugar or artificial sweeteners. That
leaves us with Coke’s 100% real juice and water offerings. The problem with the
juices is that they are a calorie-rich substitute for fruit; it is healthier to
eat an orange than to drink the equivalent amount of orange juice. The only truly healthy product Coke sells is
Dasani water, which Coke has admitted is nothing but tap water. Instead of dividing its product line into
calorie and low/no-calories, Coke could divide it into products that are
unhealthy and products that are healthy, but substitutes for food/drink that would
be healthier or less expensive.
2. Coke’s support of physical activity programs across the
globe is merely a form of marketing. They brand all the fitness programs they
sponsor with their name and therefore benefit from the perceived enhancement of
their brand through its association with these programs. Coke is then able to
advertise its commitment to physical exercise which suggests a commitment to
good health; and advertise it they do—on TV, in print, on the Internet and
through elaborate social media campaigns.
Finally, the support of physical activities (combined with similar moves
by makers of other unhealthy comestibles) contributes to the myth that
increasing physical activity is equal to good nutrition and reduced calories
when trying to lose weight.
3. Coke provides on its labels only the information required
by government regulation.
4. Coke may not place ads on “SpongeBob Squarepants” or
whatever Princess tripe Disney is currently purveying, but children also watch
Superbowls, basketball playoffs and other sporting events. Coke’s responsible marketing commitment
evidently doesn’t extend to sports.
In other words, these commitments to social responsibility
merely repackage Coke’s marketing, advertising and product development
strategies in terms that try to make it seem as if Coke actually does care
about the communities it serves. The
question is, is it fooling anyone?
Let’s end this screed against Coke’s deceptive new social
responsibility marketing campaign by returning to the first words of the first
paragraph of the all-words full-page ad: “At
Coca-Cola we believe active lifestyles lead to happier lives.” Happiness,
that’s what Coke is selling. Like all the hawkers of products that we really
don’t need or which are not good for us, besides the product the company is
also always selling the idea that happiness is achieved through buying
something.
Consumerism: It’s the real magic elixir that cures all ills.
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