On January 14, 2013, Coca-Cola launched a two minutes long ad which named “coming together” on CNN, Fox News and MSNBC during their highest-rate shows; they intend to show that they are there to against obesity with the Americans.
In the ad, Coca-Cola indicated that lack of exercise is the most important reason for American getting obesity, and they pointed out that all food may cause obesity but not only sugary soda. Also, in the ad they emphasize their efforts on reducing the calorie in the soft beverage. As the world’s largest soda producer, Coca-cola is obscuring their responsibility on obesity. Firstly, they choose the highest-rate television slot to launch their ad which makes more people get their information. Secondly, they are delivering misleading information to the public make public treat lightly on sugary soda.
On the face of the ad, Coca-cola is on the same side of public on the issue of obesity. However, from the benefit of Coca-cola, we can find that through this ad Coca-Cola is trying to ensure its sales growth and enhance its brand image. This makes us be suspicious of Coca-Cola. Are they really coming together with us to against obesity?
About one third of the sugar in American’s diet come from soda and sweetened beverages, and sugar is one of the reasons build up the issue of obesity. In order to face the problem of obesity, it is hard to avoid the decline of sales of sugary soda. Is there a win- win ethical strategy for public and soda producers?