Blog: Coca-Cola Co tips creative scales with anti-obesity ads - video
Andy Morton | 13 August 2013
Excuse the pun, but the Coca-Cola Co is really putting its weight behind its anti-obesity marketing.
Started at the beginning of the year in the US with a TV spot, the campaign has since evolved into a multi-platform, international push that has tried to drive home Coca-Cola's message that a calorie is a calorie, no matter where it comes from, and that having fun is the best way to burn those calories off.
Say what you like about the message, you can't deny the campaign has come up with some well-crafted ads, including the latest online effort in the “Happiness is Movement” push, posted above. Some critics say Coca-Cola's adverts are on thin ice scientifically, but creatively they are surely punching above their weight.
This weekend sees yet another “International Day” for a drinks category. Lucky us. Anyway, ahead of Sunday’s International Cachaça Day, here’s a wealth of information on Brazil’s national spirit, cour...
In yet one more sign that The Coca-Cola Co is losing its lustre, the soft drinks maker has, for the first time, fallen out of the top ten of a 'world's biggest brands' ranking....
What a week for stats! Yesterday, the Beverage Marketing Corporation released figures to show the bottled water market had more than doubled over the past 15 years in the US....
Swedish fruit cider company Kopparberg has launched a 'multi-million pound' marketing campaign in the UK, as it looks to connect drinkers with the provenance of the brand. ...
The Euro 2016 football tournament is almost upon us....
- What Brexit means for drinks industry? - Analysis
- What does Brexit mean for AB InBev's SAB deal?
- The post-Brexit winners and losers - Analysis
- Is there a future for the global beer brand?
- Non-Scotch Whisky Essentials, Part II
- The UK Referendum - just-drinks Live Blog
- Aldi dealt alcohol sales blow in Australia
- Ex-William Grant CEO Stella David re-joins Bacardi
- UK spirits producers braced for Brexit impact
- Maxxium eyes US$1.4bn opportunity in UK spirits
- Adultifying Soft Drinks; Capitalizing on rising adult demand for non-alcoholic beverages
- Spirits and Wine: Corporate Overview
- Global Scotch whisky insights - market forecasts, product innovation and consumer trends
- Global non-Scotch whiskies insights - market forecasts, product innovation and consumer trends
- Global RTD insights - market forecasts, product innovation and consumer trends