In theory Coca-Cola’s attempts to address
the health issues associated with their products is admirable. But their latest
venture – the Work It Out Calculator – is not just a marketing gimmick, but a
socially dangerous one at that.
The online 'tool' launched in UK gives exercise
suggestions to burn off the calories consumed in a Coca-Cola product. For
starters, different people need to do different amounts of exercise depending
on their weight, therefore rendering the ‘calculations’ useless. But more
importantly, Coca-Cola has about as much credibility to teach us about health as
GΓΌ or McDonald’s.
This is not criticism -
what these brands provide instead is fun, indulgence and pleasure. There is no
need to dilute their attractive taste-based propositions in this apologetic
manner. I doubt Coca-Cola’s website is consumers’ first port of call to learn
about calories and nutrition!
That said, Coca-Cola's partnership with StreetGames (a charity that helps make sport accessible to
young people) is bang in the money since it promotes a positive attitude to
exercise. The difference between the two initiatives is subtle but important.
The Work It Out Calculator encourages feelings of deficit and guilt. The
mentality of ‘I’ve consumed 73 calories so I need to do 18min on a treadmill’
is most prevalent amongst people with eating disorders. As a young people’s brand Coke has
responsibility to stave off such unhealthy attitudes, not promote them. The
StreetGames partnership, on the other hand, not only leverages Coca-Cola’s
upbeat and democratic brand but also provides tangible benefits to users and
community.
CSR is to be
celebrated, but only when it is meaningful and effective. Coca-Cola can do so
much good; it’s a shame to see them waste resources on useless, half-baked initiatives.
