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  • Soft drinks should be enjoyed responsibly as part of balanced lifestyle
  • Soft drinks should be enjoyed responsibly as part of balanced lifestyle
    Ed Schipul, Creative Commons (2010) ©
CASE STUDY

Happy calories: Coca-Cola takes control of the obesity debate

If obesity is an international crisis, sugar is increasingly cast as the chief villain. In response, Coca-Cola has thrown itself into the drive for collective health improvement.

Location Global

Scope
If obesity is an international crisis, sugar is increasingly cast as the chief villain. In response, Coca-Cola, the world's most valuable brand, has openly pressed moral 'reset', throwing itself into the drive for collective health improvement.

As the demand for transparency grows, brand communications are increasingly cast as storytelling – with all the highs and lows that any good narrative invariably involves. For Coca-Cola, this means a journey into not only the past of its iconic soft drink but moderated consumption. New portion sizes and an emphasis on personal responsibility directly appeal to increasingly health-conscious consumers, involving the ...

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