Coke HAL fights health concerns

Carbonated soft drinks have received a bad rap for contributing to health issues such as obesity, hypertension and diabetes in the Philippines, with soda being characterised as all sugar and empty calories. Several schools in the country have made it a matter of policy not to sell soda in their canteens.

Cindy Lim, the community relations manager of the Coca Cola Export Corporation, explained that it was unfair to blame soda as the main culprit. The consumption of softdrinks has to be seen within the broader context of a holistic approach to health and fitness, she said.

The campaign started with a series of four print ads that are running in major dailies. Developed by 141 Worldwide (Philippines), the ads are addressed to the general public, but primarily target parents, teachers and school administrators, who are most concerned with and largely influence the eating habits of children.

The famous Coke bottle is "deconstructed" in the series, photographed up close to resemble parts of the human body. The headlines 'Get in shape', 'Move your butt', 'Sweat it out' and 'Be fit for life' as well as the copy tell consumers that to be healthy and a fit one must eat a balanced diet, be properly hydrated, and exercise regularly. The ads also inform consumers that any food, drink or nutrient taken in excess is bad for health. Lim added that Coke partnered on HAL with government agencies.