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Mixed Response to Coca-Cola’s New Ad Campaign

As Coca-Cola South Pacific announces the launch of a program to combat obesity in Australia, the UK rejects an advertising campaign promoting healthy habits.

The UK’s Advertising Standards Authority (ASA) will not allow a Coca-Cola television ad to continue airing on UK stations.  The advertisement is part of a campaign to improve the health of the UK.  However, the ASA says that the ad could confuse viewers by making it seem too easy to burn off the calories found in Coca-Cola beverages.

The purpose of the ad was to show how much activity it would take to burn the 139 calories found in one serving of Coke.  Images of walking the dog, laughing and dancing were included in the ad.  Once the ad appeared on UK television stations, some viewers complained that the message was confusing.  They claimed that the ad did not clearly communicate that all the activities in the Coca-Cola ad would have to be performed for 139 calories to be burned.  The ASA agreed with these complaints and moved to ban the ad.

UK viewers also criticized an additional Coca-Cola ad.  In this 120-second ad, Coca-Cola sought to inform the public about their commitment to specific health-oriented causes.  Viewers complained that the ad could be taken to say that drinking Coke was good for overall health.  The ASA disagreed with these complaints and will allow this ad to continue appearing on UK television stations.

Meanwhile, Coca-Cola South Pacific is starting a program to help end the obesity epidemic in Australia.  This program will address four goals: making smaller portion sizes available throughout Australia; putting a wider variety of low-kilojoule beverages into the Australian market and making the public aware of these low-kilojoule drinks; giving clear nutritional data to the public in more places, like vending machines; and partnering with the Bicycle Network to help Australians be more active.

Coca-Cola South Pacific recently released a television ad highlighting these anti-obesity goals.  The ad played on major networks throughout Australia.  Print and online advertisements featuring the same message will also be released.  

Phil Roberts is the Commercial and Franchise Director of Coca-Cola South Pacific.  He suggests that consumers make informed choices about their dietary and kilojoule needs.  Coca-Cola South Pacific recommends moderate consumption of their products as part of a healthy and active lifestyle. Roberts believes that the new program from Coca-Cola South Pacific can have a big impact on obesity in Australia.  He also believes that this new initiative demonstrates Coca-Cola’s commitment to ending obesity.

The Australian Institute of Health and Welfare reports that 3 out 5 Australian adults are overweight or obese, and 1 in 4 Australian children are obese.  They also point out that overweight and obesity are the third leading cause of disease in Australia.

State health departments across Australia are recommending that Australians drink fewer sugary drinks, to include soda.  Many States have put new vending machine guidelines into place.  The Western Australian Department of Health has also released radio, cinema, online, print and television ads encouraging Western Australians to drink fewer sugary drinks.  

 

SOURCES: http://www.ausfoodnews.com.au/2013/07/24/coke-launches-anti-obesity-campaign-in-australia-but-%E2%80%98be-healthy%E2%80%99-coke-ad-banned-in-uk.html

http://www.aihw.gov.au/overweight-and-obesity/

image courtesy of artur84 / FreeDigitalPhotos.net

SOURCES: http://www.ausfoodnews.com.au/2013/07/24/coke-launches-anti-obesity-campaign-in-australia-but-%E2%80%98be-healthy%E2%80%99-coke-ad-banned-in-uk.html
http://www.aihw.gov.au/overweight-and-obesity/
image courtesy of artur84 / FreeDigitalPhotos.netSOURCES: http://www.ausfoodnews.com.au/2013/07/24/coke-launches-anti-obesity-campaign-in-australia-but-%E2%80%98be-healthy%E2%80%99-coke-ad-banned-in-uk.htmlhttp://www.aihw.gov.au/overweight-and-obesity/image courtesy of artur84 / FreeDigitalPhotos.net

 

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