Coca-Cola's Response to Obesity - Essay Example

"Coca-Cola's Response to Obesity" is an outstanding example of a paper on food and nutrition.
Coca-Cola is the largest beverage producer globally, with lots of its products sold in more than 200 countries. The company is best known for its Coca-Cola product. The company remains one of the most valued brands in the world today.  The company has the best marketing and public relations strategies installed in place for promoting its products in the global market. However, the company is facing great marketing issues that are majorly concerned with its link to health issues (Green & Keegan, 2019). This report will be discussing Coca-Cola's response to the obesity controversy and the mode of advertisement and campaign used by the firm.

Today most people are avoiding the consumption of sugar by all means. In America, it is estimated that almost 60% of Americans avoid including soda in their meals. This comes after there was great concern about the effects of the sugary levels the beverage industry use in their soft drinks.  One of the beverage companies struck by this trend is Coca-Cola. Some years back, Coca-Cola was accused of being the cause for the increase in obesity cases, raising a threat to their consumers' health.  Coca-Cola responded to these accusations differently. For instance, Coca-Cola once funded a group of scientists to deflect the claim that obesity is caused by sugar intake found in soft drinks to lack of exercise (O’Connor, 2015). The company was linking up with scientists to deflect the cause of obesity to calorie claims, which were misleading in the fight against obesity. The beverage company also responded to this claim by addressing obesity in their new advertisement and setting up a campaign addressing the same to the public. The company aired a two-minute spot on CNN, Fox News, and MSNBC so as to intensify the impact of soda on our health. The ad highlighted that Coca-Cola had set a record in providing low-calorie drinking for many years, and obesity only comes in when we consume too many calories. The company also started indicating the sugar levels in the sodas and went a step further in the production of diet sodas such as the Coke Zero, which has zero sugar levels. However, despite the ads aired, the public campaigns, and the productions of Coke Zero, Coca-Cola still recorded a decline in the consumption level of their soft drinks.

Coca-Cola and its advertising agency can create a global advertising campaign that addresses the issue of obesity by tapping and focusing on brands such as Dasani, Coke Zero, and SmartWater products, which have zero sugar levels. The zero sugar level brands are all great revenue generators for Coca-Cola, and if the company could pitch campaigns that focused on such brands, the company will be addressing the issue of obesity appropriately. Moreover, the theme of happiness can be continued only if the company links happiness with brands that strengthen our health system since we will only be happy if we are healthy.

Lastly, when we consume lots of calories from sugared beverages, our bodies take in excess sugar, which is then converted to fats which are then stored. The fat cells then create chemical signals which lead to chronic inflammation, diabetes. When we consume excess sugar, the sugar is converted to fats, which are stored in our body hence making humans be obese as well.