The problems with Coca-Cola's anti-obesity marketing

01/22/2013 |

Coca-Cola is promoting the fight against obesity by drawing awareness to calorie consumption and how it relates to weight gain. There are two false premises there, writes Raz Godelnik -- that all calories are equal and that fighting obesity is a simple math equation of calories consumed versus calories expended. "Given Coke's attempt to characterize its calories as equal to calories consumed from other foods or drinks," Godelnik writes, "this campaign is simply a sophisticated marketing campaign, rather than a real effort by Coke to play a meaningful role in fighting obesity."

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