The “Grandfather” TV ad airs tomorrow (14 August) and contrasts the lifestyles of older and modern day drinkers to show how eating well and drinking Coke in moderation can be beneficial to healthier living. It is soundtracked to Tom Jones’ “It’s not unusual” and uses the strapline “Live like Grandpa did – Move more, Eat well, Take it Easy”.
A further two ads will launch later in the year alongside activity for Coca-Cola Zero and a push for Coke’s slimmer cans with less calories, which launched earlier this year.
Coke, which was one of the early signatories to the Government’s Responsibility Deal with the food and drink industry, has come under repeated fire from health campaign groups for its perceived lack of effort to tackle the nation’s rising obesity levels. It claims it knows ”advertising alone” will not address the challenge of obesity, but believes it can help by launching wider measures such as the reformulation of Sprite.
It is also working with national sports charity Street Games to strengthen its legacy commitment to improving youth participation with sport beyond the London 2012 Olympic Games