Tonight on Channel 4 Coca-Cola is launching it's 'Coming Together' campaign advert in the UK. The advert aims to highlight Coke's lower calorie options and the importance of a healthy lifestyle. The TV advert will be accompanied by a marketing campaign in newspapers and magazines.
The advert is very similar to the anti-obesity video that Coke have already launched in the USA with the same soundtrack and imagery, except there is no dialogue in the UK version.
In the USA, the ad received mixed reactions, with some people claiming it was brilliant that Coke were finally admitting that they have played some part in the current obesity crisis and see it as the start of an apology. However, much of the responses have been negative:
The advert is very similar to the anti-obesity video that Coke have already launched in the USA with the same soundtrack and imagery, except there is no dialogue in the UK version.
In the USA, the ad received mixed reactions, with some people claiming it was brilliant that Coke were finally admitting that they have played some part in the current obesity crisis and see it as the start of an apology. However, much of the responses have been negative:
"The ad is an astonishing act of chutzpah, explainable only as an act of desperation to do something about the company’s declining sales in the U.S.," says nutritionist and food industry expert Marion Nestle on her blog, Food Politics.
To whit, Coca-Cola says that the ad is part of their “ongoing commitment to deliver more beverage choices … clearly communicate the calorie content of its products.”
In other words -- an ad in the truest sense, meant to publicise certain products.
In the video Coca-Cola make the statement that "All calories count, no matter where they come from, including Coca-Cola." This quote has caused controversy as studies have shown that the calories from drinking high calorie drinks like Coke actually have a greater effect on weight gain and obesity compared to other calories.
This controversy explains why Coco-Cola have decided to scrap the dialogue in the UK version of their advert. Through the use of imagery and music they are making a point about the issue of an unhealthy lifestyle and diet without actually making any claims - making it more difficult to criticise their message.
I think it's a step forward for all communications when a company begins to be honest about their products and bad health effects they may have. Coke's ad will hopefully pave the way for more transparent marketing and PR campaigns in the future. But unfortunately, this advert does not fill me up with a fuzzy warm feeling about the brand.
Read more about the new advert on Marketing Week.
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