Coca-Cola Company’s Fight Against Obesity

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This paper will provide a detailed analysis on Coca-Cola’s public affair campaign to fight against obesity: Coming Together. The Coca-Cola Company, a global leader in the beverage industry, holds the highest market share in the soft drink industry with a net revenue exceeding $48 billion. Since obesity was raised to the forefront of American health concerns, a combination of consumer skepticism about artificial sweeteners and accusations that soft drinks contribute to obesity has lead to declines in industry sales. This campaign is initiated because the company doesn’t want to risk being labeled an apathetic contributor to one of America’s top health concerns. Its goal is to inform the public about Coca-Cola’s efforts in corporate social responsibility through a call for the public to join together in efforts to fight obesity.
Obesity is one of the most concerned health issues in the U.S. Statistics show that two thirds of adults and one third of children are either overweight or obese in this county. Although there are a variety of reasons leading to obesity, soft drink consumption is viewed as the leading cause among a number of various factors. Although the industry has been working actively to provide more low- and no-calorie options and increase consumer awareness of soft drink nutrition facts, simply offering low-calorie drinks is not enough. The company has to improve communication to ease consumers’ health concerns. In order to revitalize sales, Coca-Cola Company faces a public relations challenge very similar to one cigarette companies have faced for years. They have to find the balance between supporting anti-obesity efforts and keep selling its most popular products such as Coke and Diet Coke that many claim to contri...

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...is to neglect the media and health professions as key audiences. It is clear that Coca-Cola has not make any effort to communicate to these two groups in the early phase, even though they are the main opinion leader in this case. To truly resolve the issue, Coca-Cola really need to convince or at least provide enough evidence to this group so that their claims are true and believable before launching it to general public. Another is the insincerity of the message. The second video highlighting Coca-Cola’s 140 “Happy Calories” gives the strong sense of insincerity because of its marketing attempt. The last is the unconvincing nature of Coca-Cola addressing this issue. Being considered the direct cause of this issue, Coca-Cola’s attempt in the social responsibility arena, especially on this issue is very unlikely to achieve any result due to its strong association.

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