Soda powerhouse, Coca-Cola, is targeting to boost soft drink consumption in the United Kingdom in an unexpected way. The soft drink corporation wants consumers to swap their morning coffee or tea for soda!
Coca-Cola Enterprises Inc. released a report, just last week, which recognizes numerous ways they can increase sales over the next 5 years in the European region. One of these categories, which is entitled “Complete the Meal” states that breakfast is often referred to as the most important meal of the day. About a quarter of all drinks that are consumed in the U.K. are done so before 10am.
The report clearly states that its attempts are to simulate soft drinks like smoothies, juices, and other on-the-go products. This report was released at the same time that soda consumption has been on the decline in the U.S. – among concerns that soda fuels weight gain. So, to address those concerns Coca-Cola began airing advertisements and commercials that explains their fight against obesity.
The Coca-Cola report, “See The Opportunity”, also states that there is no soda in the U.K. designed as “relaxation” drinks, as there are in Japan and the U.S. Drinks containing melatonin are expected to exceed 300 million liters on consumption in the U.S. by 2014.
Other ways that that Coca-Cola intends on increasing sales is making their products available at pick-me-up at work places, as well as “right” places for teens at places like the movie theaters. In contrast, the “Daytime At Home” category in the report is mainly unused for the soda industry, with water and hot drinks being the most commonly consumed beverages at home.
- Tagged Coca-Cola, dietetics, Europe, ISPP, nutrition, obesity, soda, sugar, UK, US, weight gain, WVU
Eating Your Words… Literally!
Well, ladies and gentlemen, the world has now seen it all! Edible advertising has entered the already corrupt world of beverage marketing. The Coca-Cola soda brand, Fanta, has recently released a new print advertisement tactic geared towards your taste buds, literally. The soda company has launched, what it claims to be as the first edible print advertisement. The advertisement begins its print with whimsical fonts spelling out alluring and persuading phrases. Then the advertisement invites consumers to physically tear out the page and EAT it. Yes, I said EAT THE PAGE. They do this is consumers can “taste” the flavors for themselves. This type of advertising is really taking amplified reality to a whole different level.
I personally, cannot believe that I have lived to see the day that this is actually happening. I mean, it’s bad enough that there is an epidemic of childhood obesity. So, as a multimillion dollar soda company, I see that Coca-Cola/Fanta is really taking the initiative at combating this problem… By creating an even more open avenue for children at becoming exposed to increased sugar sweetened beverages. Yes why of course- that WOULD make sense (insert sarcasm here).
“Consuming added sugars has been tied to an increased risk for heart disease among adolescents and cholesterol problems”, according to the CDC. More than one-third of American children and adolescents are currently obese. And these numbers are directly related to the over consumption of sugary beverages… like soda! So, instead of creating more avenues of sugar sweetened beverage exposure, especially to child populations, big beverage companies like these should be advocating the opposite. I’ll admit, the marketing tool, itself, is a good idea. But NOT when there are national government agencies attempting to tackle a problem like this. It’s like a slap in the face to America and its youth’s future.
CDC: Kids consume too much sugar
The world’s first edible print advertisement
- Tagged adolescent, advertisement, beverages, CDC, child, childhood obesity, children, cholesterol, edible, future, health, heart disease, nutrition, obesity, print, print ad, soda, sugar, WVU