Warc, 15 August 2013
LONDON: Coca-Cola, the soft drinks giant, has been
criticised by representatives of UK charities over its decision to highlight
health claims in its advertising.
The firm's latest TV-led campaign in the UK aims to show
that moving more, eating well and drinking Coke in moderation - like the
grandparents of today's consumers - can contribute to healthier living.
Malcolm Clark, co-ordinator for Sustain's Children's Food
Campaign, told Marketing Week that, while his charity could support and
encourage the first of these two aims, he doubted whether drinking Coca-Cola
could really be part of a healthy lifestyle.
"It is worth noting how all the bottles in the ad are
full sugar versions of Coke and then they sneak in a quick image of Coke Zero
at the very end," he said. "I think that says it all about how
serious the company really is about changing our drinking habits."
Dr Laura McGowan, executive director at Weight Concern, also
said that it was unclear how the ad would help the public live a healthier
lifestyle, adding that "reducing the number of 'empty calories' consumed
through soft drinks is one key issue".
The company pointed out that the ad "doesn't stand
alone and we stand by the importance of communicating on energy balance".
Earlier this year Coca-Cola announced plans to put calorie
counts on packaging and to distribute diet options in all its markets as
attempted to neutralise arguments that sugary drinks are contributing to health
problems.
But last month, a global ad for Coke was banned in the UK by
the Advertising Standards Authority on the grounds that it was potentially
misleading in its claims of activities that could burn off the 139 calories
contained in a standard 330ml can of Coke.
In the US, Coca-Cola is also starting to address concerns
about artificial sweeteners in its diet beverage brands, with newspaper ads
reassuring consumers that "the safety of aspartame is supported by more
than 200 studies over the last 40 years".
Data sourced from Marketing Week, USA Today; additional
content by Warc staff
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