Columbia Nonprofit Challenges Coca-Cola in TV Ads: Obesity Comes in a Red Can

A health organization known for its attention-getting marketing and advertising is taking on beverage giant Coca-Cola with a new ad campaign that states: "Happiness doesn't come in a red can. Obesity does." 

The $40,000 campaign by The Horizon Foundation parodies Coca-Cola ads in hopes of influencing soft drink consumers in the Baltimore region to make healthier beverage choices, the organization said.

The Columbia nonprofit launched the "better way" campaign Tuesday that features 30- and 90-second advertisements that will air locally in late October and November on shows like "Good Morning America," "Today" and cable networks such as CNN, HGTV and Bravo. 

The commercials begin with the statement, "Corporations spend millions convincing us we like soda.... We're testing this theory: people can like something better." Then cameras follow the Horizon 'street team' as they hand out healthy drink options like water and juice to people they spot drinking Coke.

"The purpose is we want Coke to market the 180 better beverages they offer more than they market their sugary drinks," said Ian Kennedy, spokesperson for the Horizon Foundation. "Two-thirds of their marketing budget is spent promoting sugary drinks."

Kennedy said Horizon hopes that putting the message out on television will elevate the profile of its "Unsweetened" campaign and reach more parents.

"This is something we're committed to," said Kennedy. "We know sugary drinks are the primary driver of obesity and cutting out or reducing sugary drink consumption is an easy way to improve your health."

Horizon cited a Yale Rudd Center for Food Policy and Obesity report that found that Coke spent 69 percent of its 2010 advertising budget on sugary drinks, PepsiCo spent 74 percent and Dr. Pepper Snapple Group spent 67 percent.

Ellen Valentino, the executive vice president for the Maryland, Delaware and D.C. Beverage Association said singling out one product is not the right approach.

"It's a missed opportunity from the Horizon Foundation to send a good an appropriate message to the public," said Valentino. "The beverage companies in Maryland are at the table with real solutions and real programs, some of which are very visible to the consumer."

Valentino said front label packaging and smaller beverage sizes were some examples of giving consumers healthier choices.

Kennedy said Horizon hopes to get Coke's attention.

"We're asking Coke and other beverage companies, to work with us—not against us—and invest in the long-term health of their customers by promoting their better, healthier beverages," said Horizon CEO Nikki Highsmith Vernick, in a statement.

This is the latest campaign against sugary drinks by Horizon Foundation. In December 2012, the nonprofit dumped 9.6 tons of white sand in a middle school parking lot in Howard County to represent the amount of sugar the school's students would consume each year if they drank one 12-ounce can of soda a day. At that event, the county announced it would institute new standards for beverages it sells in vending machines and at county events.

The foundation also works with doctors and pediatricians behind the scenes to encourage them to recommend healthier drink options to their patients, said Kennedy. 

Kennedy said Horizon has since partnered with community institutions like the county government and schools as well as with parents.

"We know we can't move the needle on public health without these partnerships," said Kennedy. "But the biggest partner of all is Coke... Coke has brilliant marketers; we'd love to see them put those brilliant minds to work to improve the health of their customers."