You’ve seen it, right? The new “Coming Together” ad by the soft drink giant that’s designed to highlight their efforts to help curb the obesity epidemic. If there’s one thing Coca-Cola knows how to do well, it’s market their brand, and this 2-minute commercial proves that without a shadow of a doubt.
Watch the video and then read on to get my first impressions!
1. An important role
With regard to obesity and the nation’s health, the narrator in the commercial says, “We can play an important role.” I find that statement pretty interesting since many health professionals would argue that they’ve been playing an important CASUAL role in the obesity epidemic for years.
2. Image is everything
It’s clear the timing of this campaign couldn’t have been better. With Mayor Bloomberg banning soft drinks larger than 16 oz. in New York (and other states considering similar measures), the murmurs of so-called fat taxes getting louder and louder, and health and wellness advocates like Dr. Robert Lustig bastardizing sugar-sweetened beverages at every turn, Coca-Cola decided to remind people of all the “good” they do. Oh, and did I mention their sales have been declining?
3. Consumers are changing
Some of the actions taken by Coca-Cola have been positive, and it’s clear they are trying to meet the needs of the changing consumer. There’s no doubt that people are seeking healthier options and many want more information when making their purchasing decisions. But, we also have to remember that the majority of their products are not considered “healthy,” and those options are here to stay as well. After all, consumers demand those products too!
4. Is it enough?
If Coca-Cola really wanted to move the needle on obesity, wouldn’t they do even more than what they’ve touted in the commercial? I guess what I’m saying is I’m not convinced they’re all that committed to truly combating the problem. How could they be? Their profits depend on consumers purchasing sugar-sweetened beverages. It’s like saying the healthcare industry is totally committed to disease prevention when their profits are largely dependent on treating those with disease.
5. Bragging rights
It’s one thing to make positive changes for the betterment of society, but it’s quite another to brag about said changes in a 2-minute ad on national television. It’s kinda like the guy that does a number of good deeds and then spends half his day telling everyone about all of the good deeds he does. It just leaves a bad taste in my mouth (pun intended).
So, what do you think of the ad?
Leave your comments below.