Wednesday, 3 April 2013

OUGD501 // Theory to Practice // Coming together - Obesity campaign

Coca Cola have launched a campaign which is to reduce obesity. The idea behind this is that a fizzy drink company are supporting the obesity campaign because it is known that coke can cause obesity by the hight sugar content within the product. But coca cola are trying to combat that by advertising the alternatives within the coke range that have less sugar aswell as promoting other ways obesity can be beaten.

Pledges and Actions

We are committed to providing fact-based nutritional information to help individuals make informed choices, to suit all occasions and lifestyles. As a member of the Government's Public Health Responsibility Deal our commitments also include marketing responsibly; encouraging physical activity and continuously meeting changing consumer needs through innovation.

Calorie Reduction Pledge: in March 2012, we announced plans to reduce the calories in some of our leading soft drinks by at least 30%. We plan to reduce the average calories per litre of our range of sparkling soft drinks by 5% by the end of 2014.

Nutrition Labelling: since 2003 we have voluntarily included nutrition information on the labelling of all our products. In 2007 we introduced Guideline Daily Amount (GDA) labelling on the front of our packaging. We also include calorie information.

Physical wellbeing: as a partner of the Responsibility Deal's Food, Physical Activity and Workplace Wellbeing Networks we are committed to supporting and encouraging people – including our staff – to be more physically active, more often. We use the appeal of our company and brands to inspire people to be more physically active, for example through our ongoing support for charities like StreetGames and as a founding partner of the Special Olympics.

To achieve this coca cola have done the following:

• Worked with scientists to develop new low-calorie sweeteners - such as stevia, a zero-calorie sweetener derived from natural origins.

• Launched a smaller 375ml bottle of Coca-Cola, Diet Coke and Coke Zero.

• Reduced the calorie content in some of our best known drinks – namely Fanta by 30%, Oasis by 35% and Lilt by 56%.

• Provided 110,000 young people with the chance to take part in sport through our partnership with StreetGames.

Promoting Physical Activity

Through our company and brands, we encourage people to become more active, more often.  We do this through:

Our partnership with StreetGames, a national charity that helps bring sport to the doorsteps of young people from disadvantaged communities. Since 2010 we have worked with StreetGames to deliver sport projects to over 110,000 young people across the UK.

Our 35 year partnership with Special Olympics, which provides year round sports training and competition for young people and adults with intellectual disabilities. The charity has improved the quality of life of over 8,000 athletes in 135 clubs in England, Scotland and Wales. In 2013 Coca-Cola Great Britain will support the Special Olympics GB National Summer Games, the biggest disabled sporting event in GB, which will be held in Bath.

Our long-standing support for the Olympic movement. During the London 2012 Olympic and Paralympic Games we gave around 1,000 inspirational teens – our ‘Future Flames’ - the chance to carry the Olympic Flame, in our role as Presenting Partner of the London 2012 Olympic Torch Relay.

Our partnership with Goals Soccer Centres to develop the Powerade Fives, a 5-a-side football tournament that offers teams the chance to compete for an inspirational top prize (in 2012, a trip to the European Championships). The national tournament involves over 5,000 young adult players.

Tv Advert for the campaign.  


There are many ways to burn those calories through EXTRA physical activity and have fun while doing so. Our new Be OK advert offers suggestions for activities which, when combined, can help to burn off the 139 calories in a can of Coca-Cola.

For more unusual, fun and interesting ways you can achieve energy balance try our Work It Out Calculator.

Balance your lifestyle. Be OK!

Coca Cola VS Coca Cola Zero
To highlight Coca-Cola Zero’s great Coke taste, zero sugar, zero calorie message we surprised unsuspecting cinema-goers with a taste experiment. Would you have noticed?

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