GLOBAL: Coca-Cola Co to "mobilise" behind anti-obesity drive - CEO

By | 24 January 2013

Coca-Cola launched an anti-obesity ad last week

Coca-Cola launched an anti-obesity ad last week

The head of the Coca-Cola Co wants to use his company's marketing might to drive home anti-obesity education.

At the World Economic Forum in Davos today (24 January), Muhtar Kent told Bloomberg TV that the solution to obesity is awareness. “Professionally and personally, I would not feel right if I did not mobilise all the resources of my company to be part of this solution,” he said.

“Because we are a marketing company and a marketing business of brands, we believe that we can provide critical awareness to consumers.”

Last week, Coca-Cola unveiled an anti-obesity ad in the US and admitted it has an “important role” to play in the fight against the health issue.

The interview can be viewed below.

Expert analysis

Coca-Cola Co, The in Soft Drinks (World )

The Coca-Cola Company, the world’s leading soft drinks company, has a stated aim to double its size over the 2010 to 2020 decade. However, with US sales on the decline and regular carbonates losing their appeal, the company needs growth to come in the BRIC countries and in low calorie drinks. In this report, Euromonitor International assesses The Coca-Cola Company’s chances of succeeding in its quest for growth.

Sectors: Corporate social responsibility (CSR), Soft drinks, Water

Companies: Coca-Cola Co

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GLOBAL: Coca-Cola Co to "mobilise" behind anti-obesity drive - CEO

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