Punch line: Coca-Cola is defending itself with a new TV Campaign that focuses on the health benefits of Coca-Cola’s products.
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Excerpted from brandchannel.com’s, “Coca-Cola Addresses Obesity Critics With U.S. TV Campaign”
The Coca-Cola Company on Monday evening began airing a two-minute spot on U.S. cable news networks.
The subject, in a first for the company: America’s obesity debate, in a bid to defend its brands ahead of looming beverage size controls.
The world’s biggest beverage company debuted the “Coming Together” commercial in hopes of flexing its marketing muscle in the debate over sodas and their impact on public health.
The theme ties into the company’s “Live Positively” and “Open Happiness” campaigns.
Another ad, which will run later this week during American Idol and before the Super Bowl, is much more reminiscent of the catchy, upbeat advertising people have come to expect from Coca-Cola.
It features a montage of activities that add up to burning off the ‘140 happy calories’ in a can of Coke: walking a dog, dancing, sharing a laugh with friends and doing a victory dance after bowling a strike.
The ads are intended to address “confusion” about the number of calories in soda.
Think “sharing a laugh with friends” can really burn off 140 calories?
Beats the old treadmill, for sure.
Edit by BJP