Coca-Cola has signaled what it claims is a new “up front” approach to the thorny issue of calories, in a series of new adverts aimed at helping tackle the obesity crisis.

A two-minute video titled Coming Together, ran for the first time last night on national cable news in the US.

It encourages consumers to be mindful of calories, including those in Coca-Cola products.

A second spot, called “Be OK” will debut on the high profile American Idol  tomorrow, which will  focus on a can of Coca-Cola having 140 calories but also encourages people to turn to sport and other activities to burn off the energy.

“We are committed to bring people together to help fight obesity,” said Stuart Kronauge, general manager, sparkling beverages, for Coca-Cola North America.

“This is about the health and happiness of everyone who buys our products and wants great-tasting beverages, choice and information,” he added. “The Coca-Cola Company has an important role in this fight. Together, with willing partners, we will succeed.”