Coca-Cola tries to prove it can be part of a balanced diet

Coca-Cola GB has launched an advertising push to try and prove its drinks can be incorporated into a balanced diet as part of ongoing efforts to tackle criticisms it is not doing enough to curb nationwide obesity levels.

https://www.youtube.com/watch?v=ExRg8m38rug

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

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here