Coca-Cola is kicking off a major anti-obesity push with a new advert and the replacement of Sprite with a low-calorie stevia version.
Two-minute advert ‘Coming Together’ will air tonight on ITV and Channel, and will remind viewers that all calories – including those in Coca-Cola products – count when managing weight. It will be followed later in the evening by a second spot, ‘Be OK’, which gives information on the number of calories in a can of Coca-Cola and how much physical activity is needed to burn those calories up.
Coca-Cola said the aim of the ad push, which will be supported with print and further TV ads later in the year, was to encourage people to take part in regular physical exercise and raise awareness of low and no calorie alternatives. It follows a similar ad campaign launched in the US in January, and uses a similar script.
Coca-Cola said it was taking further action to implement the commitments made 11 months ago as part of the Department of Health’s Responsibility Deal Calorie Reduction Pledge, including the launch of reduced calorie Sprite in the UK from this month. The new drink contains herbal sweetener stevia and will completely replace the current Sprite.
The company is also looking to raise awareness of zero-calorie Coke Zero with a new ad campaign breaking in April. Currently, Zero accounts for about 6% of Coca-Cola brand sales.
“Obesity is a serious problem and I am determined we will take more actions in Europe to help address it,” said The Coca-Cola Company European president James Quincey. “ The actions announced today build on our earlier efforts and are part of a long-term commitment.”
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