Taking the fizz out of Coke ad claims

[okarol]

Taking the fizz out of Coke ad claims
Reuters

By Rob Taylor Rob Taylor – Thu Apr 2, 10:58 am ET

CANBERRA (Reuters) – Claims Coke will not make children fat or rot their teeth have landed Coca-Cola in trouble with Australia's consumer watchdog, which Thursday ordered the soft drink company to correct its advertising.

Coca-Cola South Pacific (CCSP) last year ran advertising titled "Motherhood & Myth-Busting," featuring popular Australian actress Kerry Armstrong and claiming Coke was "kiddy-safe."

As well as claiming Coke did not make children fat or harm their teeth, the full-page print ads sought to combat public perceptions that Coke was packed with large amounts of caffeine.

"Now that I've found out what's myth and what isn't, it's good to know that our family can continue to enjoy one of our favorite drinks," Armstrong said in the advertisements. "My boys now call me Mum, the Myth Buster!" she said.

The company also said in the ads it was time "to state the facts and to help you understand the truth behind Coca-Cola."

But the powerful Australian Competition and Consumer Commission Thursday ordered CCSP to correct its claims.

"Coke's messages were totally unacceptable, creating an impression which is likely to mislead that Coca-Cola cannot contribute to weight gain, obesity and tooth decay," ACCC Chairman Graeme Samuel said in a statement.

"They also had the potential to mislead parents about the potential consequences of consuming Coca-Cola," he said.

CCSP had agreed to publish corrective advertisements in major newspapers in every major Australian city, as well as on the company's own website, Samuel said.

The company was also ordered to include the correct levels of caffeine for Coca-Cola, Diet Coca-Cola and Coca-Cola Zero after the ads claimed the soft drink contained the same amount of caffeine as tea brewed from leaves or bags, or as instant coffee.

[Falkenbach]

I saw this article recently, and was pleased to see it, too!

When I first saw the ad in question, I was really annoyed. It was worded so deviously. Nothing they said was, in fact, an actual lie. But all extremely misleading to someone who doesn't have the sharpest eye. I was complaining about it to my husband, actually.

Don't get me wrong. I love an ice cold Coke! But advertising really must be done with responsibility, and this ad tried to make it sound like Coke really could be part of a valid, healthy family diet! So wrong.

[RichardMEL]

I agree...

but also have you seen those "vitamin" waters that are all the rage now? oh my god what a con!

[twirl]

mineral water
I drink it all the time
RichardMel is that a bad thing
 

[BigSky]

I think too much is made to make companies the big bad wolf just to relieve people from their own irresponsibility in their diets. 

I havent seen the ad, but from what is posted in the article said by Coke is true. 

Maybe the commercial says more to the subject and someone could give insight to that.


Coke doesnt make kids fat. Kids eating more calories than they burn makes them fat.  Whether those calories come from Coke or they come from Apples it doesnt matter.  Eat more than you burn, get fat.

Soda can leach calcium from the body, however not brushing your teeth would be the chief cause of your teeth going bad.

As to caffeine.  Coke does have less than instant coffee and tea.  Coke 34 mg, Instant Coffee 65mg, Tea Bags 60mg.

[Sluff]

I have drank coke for 20 years and diet coke for another 20 years and when I switched from regular to Diet I lost 40 lbs. I didn't do it for weight control I did it because I used to drink 24 cans everyday. Too much sugar. I drink close to a 12pack a day of diet and the only adverse affects is I don't like any other brand of cola.  If I ever have to limit my fluids I will be in big trouble but for now I am going to enjoy it, and cross that bridge when and if I get to it.

[RichardMEL]

a 12 pack of diet coke a day??? holy crap that's over 4 litres - just of soft drink a day! WOW! Even if I had no fluid restrictions and I love vanilla coke I think the MAX I could or would drink would be 1 litre!! Still, each to their own!!

twirl - I'm not talking about mineral water.... that stuff is OK(better than soft drinks ... well except for renal patients! LOL) but I am talking about... VITAMIN WATER... like this stuff:

http://www.glaceauvitaminwater.com.au/en_AU/pages/home/home.html

[BigSky]

I have drank coke for 20 years and diet coke for another 20 years and when I switched from regular to Diet I lost 40 lbs. I didn't do it for weight control I did it because I used to drink 24 cans everyday. Too much sugar. I drink close to a 12pack a day of diet and the only adverse affects is I don't like any other brand of cola.  If I ever have to limit my fluids I will be in big trouble but for now I am going to enjoy it, and cross that bridge when and if I get to it.

I have an aunt who drinks a case of pepsi a day.  Total caffeine addict.  Gets headaches if she doesnt get her "fix" of it.

[Falkenbach]

I am also a caffeine addict who gets headaches without it. I drink either Coke or V. For a while it was Red Bull.

I am embarrassed to admit this. And I AM making efforts to quit.

BigSky I agree with you about personal responsibility, but this ad really was misleading. It was a blatant attempt to make people think they could responsibly make a decision to include regular Coke in their diet, even for their children. It was actually AIMED at people trying to make responsible decisions. And using the face of an Aussie actress who is probably respected most by "mum-aged" (and hopefully uneducated, I imagine) women in this country. It was pretty devious.

Generally, I wouldn't blame ads for anything, and I certainly don't think it is the fault of any company if an individual gets fat! But these companies must still show responsibility not only to tell the truth, but to not represent truths in an extremely skewed way for commercial advantage.

[BigSky]

Sorry but I do not see how it is misleading.

You say you agree with personal responsibility, but then you turn around and are saying that Coke is misleading and it was a blatant attempt to make people think they could be responsible to make the decision to include coke in their diet.

What you are saying then is people are not responsible enough to make such decisions and it was wrong of Coke to suggest they could.

Coke can be part of a persons diet just as any food can be part of a renal diet.  Moderation and responsibility is the key.

[Falkenbach]

The issue for me is that Coke, or any other company, has responsibilities every bit as much as individuals have personal responsibility. The careful wording of this specific ad could well have led some people to believe things that were in fact not true. That is only just short of lying - therefore irresponsible.