The new actions are focused on the following three areas:
- Giving people simple and clear information about the calorie content of its drinks
- Encouraging people to get active and take part in regular physical exercise
- Continuing to offer people more choice in what they drink and raising awareness of low and no calorie alternatives
The first step involves the launch of a series of new adverts in the UK.
Tonight, a two minute video, titled “Coming Together”, will air on ITV and Channel 4. This video reminds viewers that all calories count in managing weight, including those in Coca-Cola’s products and brands.
It will be followed by a second spot, “Be OK”, which will air later in the evening. “Be OK” gives clear information on the number of calories in a can of Coca-Cola and how much physical activity we need to do to burn those calories up. The advert also highlights no-calorie alternative, Coca-Cola Zero, for those who want the great Coca-Cola taste without the calories.
The videos form part of a global advertising campaign launched by The Coca-Cola Company earlier this year, aimed at explaining the importance of ‘energy balance’ to manage weight. In the UK, “Coming Together” and “Be OK” will be supported by advertising in print media, and further TV advertisements will follow in the UK over the course of the coming year.
The company is also taking further action to implement the commitments made 11 months ago as part of the Department of Health’s Responsibility Deal Calorie Reduction Pledge/
These include:
- The launch of a new, reduced calorie Sprite in the UK from March 2013: this will contain 30% fewer calories and will completely replace the current Sprite
- New Coca-Cola Zero advertisement: Coca-Cola will launch new Coca-Cola Zero advertising in April.
- The announcement of a renewed three-year partnership with UK charity StreetGames, to 2015, which continues the company’s commitment to deliver a lasting legacy of grassroots sports participation following the London 2012 Olympic Games.
James Quincey, President Europe Group, The Coca-Cola Company said:“Obesity is a serious problem and I am determined we will take more actions in Europe to help address it. The actions announced today build on our earlier efforts and are part of a long-term commitment.”
The actions announced today build on Coca-Cola Great Britain’s existing commitments in this area.