Coca-Cola moves to right side of obesity fight as WA targets soft drinks

Coca-Cola is attempting to shift public perceptions in its role on public obesity with a wide ranging campaign to promote a series of new intiatives. The move coincides with the launch of a hard-hitting new anti-obesity campaign in Western Australia by WA Health.

A 60 second TV commercial launched last night is presented as a TV announcement about Coca-Cola’s local initiatives to help Australians to live healthy lives by providing low-kilojoule alternatives to Coke, as well as smaller cans, and clearly labelling bottles, cans and vending machines with nutritional information. The campaign, developed with creative agency Ogilvy, also explains how Coca-Cola is also investing in physical activity programs through its partnership with the Bicycle Network.

The Australian launch of this global campaign coincides with the roll out of the second phase of the LiveLighter campaign in Western Australia targeting obesity by attacking sugary drinks.