This Campaign for Diabetes and Health Urges Brand Transparency
Laura McQuarrie — September 24, 2015 — Lifestyle
References: cspinet.org & en.yibada
The 'Share a Coke' campaign from Coca-Cola has been around for years now, but the Center for Science in the Public Interest was recently inspired by the initiative to create a new campaign for diabetes and the advocacy of other important health issues.
On the Share a Coke website, the public is able to type in the name and purchase a personalized soda bottle. CSPI went to the site and tried inputting words like "obesity," "tooth decay" and "diabetes" to be printed on the bottles. As one might expect, these words are rejected by the database as Coca-Cola does not want to be associated with these negative health conditions. However, a feature that lets users suggest words to be added to the database resulted in CSPI successfully creating a bottle printed with "Obesity."
In order to challenge the brand's core messaging, CSPI launched a social campaign with the #ShareHonesty tag in order to urge big brands like Coca-Cola to be more transparent about products and their impact on health.
On the Share a Coke website, the public is able to type in the name and purchase a personalized soda bottle. CSPI went to the site and tried inputting words like "obesity," "tooth decay" and "diabetes" to be printed on the bottles. As one might expect, these words are rejected by the database as Coca-Cola does not want to be associated with these negative health conditions. However, a feature that lets users suggest words to be added to the database resulted in CSPI successfully creating a bottle printed with "Obesity."
In order to challenge the brand's core messaging, CSPI launched a social campaign with the #ShareHonesty tag in order to urge big brands like Coca-Cola to be more transparent about products and their impact on health.
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