“All calories count. No matter where they come from. Including Coca Cola. If you eat and drink more calories that you burn off, you’ll gain weight. Obesity..concerns all of us.”
This statement is from a new Coca Cola ad. The ad informs us that a can of Coke contains 140 calories. I think this is pretty revolutionary. A carbonated drinks manufacturer using the o-word in one of their ads?
I think it is a clever move. “Coke cares more than the other manufacturers, that’s why we are the first to tell you straight” (this is my ad copy, not theirs).
It must reflect a change in demand and gathering class action suits. Think “Big Fizz meets Big Tobacco”.
I suppose if they REALLY cared about consumption, they would be leading the way on banning supersizing, leading the way on giving their low calorie products a price edge, and developing more responsible ads for children. Obesity is really shocking—now 1 in 3 Americans and 1 in 4 Brits.
But this is a start, and a good one.
Or is it all really a nod to the twitterati? After all, 140—the maximum number of characters allowed in a tweet—is rapidly gaining iconic status (not to mention brand recognition).