Most of us remember back in ‘84 when Michael Jackson was seriously injured during a Pepsi commercial shoot. On a lighter side, we also remember the cute polar bears coming out around Christmas during those cute Coke commercials too. And who can forget the huge smiling Kool Aid pitcher yelling “OH YEAH!” while breaking through a wall. Just commercials right?
Well, not so says former Coke exec Todd Putman as he addressed the recent “"National Soda Summit" June 7th and 8th in Washington. Billions in advertising are being spent in order to capture “stomach share” – or to get “more ounces in more people”. People like you and me, and they’ve done so admirably.
In this article;
Putman explains how while at Coke, his job was to promote product, and did so successfully to the point that consumption of milk dropped below that of consumption of soda. A result he took pride in - after all, it was his job. Now however, Putman seems to have a karmic reaction and is not so prideful any more.
In this similar article;
Putman and the Bloomburg issue are also mentioned, and a proposal was made in the town of Richmond California to add a penny per ounce tax on sweetened drinks with proceeds to fund education. It also highlights what Canada is doing as a result of the recent “soda uproar”.
So why do these companies spend billions on advertising? Well, as stated before, to get you to drink more (and for them to make more money). But have you ever noticed that the worse a product is for you, the heavier the marketing? Have you ever seen a commercial for say, carrots? The only one I remotely recall involving vegetables is for Hidden Valley ranch dressing. And it’s not just beverages and drinks. Even Subway, while still using Jared Fogle as their success story of healthy eating of their products, shows actors in commercials actively munching on a 12 inch sub which is two servings, and depending on the sandwich, over 100 carbs.
I understand why, and agree we don’t want government imposing restrictions on us. Where will it end? However, it seems like we may be slamming the front door on the good guys, but leaving that back door wide open for the bad guys. The ones really controlling our diet.
Next Discussion: Insulin now »