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GUEST COMMENTARY: Coke still needs to get real

Thursday, January 24, 2013 | 12:15 p.m. CST

Does Coca-Cola think we’re all really stupid?

For the first time, the company is using its slick commercials to address obesity. Obesity became a high-profile issue in the 1990s, when the government started to classify more than half of Americans as overweight or obese. Soda companies are often targets of anti-obesity campaigns because their products contain massive amounts of sugar with no nutritional value.

But Coke’s new ads, which are brimming with misleading statements, just put lipstick on this pig.

The inaugural commercial begins by explaining how many low- and no-calorie beverages the company makes. But just because they make them doesn’t mean that that’s what Americans are drinking. Three of the company’s top four sellers in 2011, each exceeding $10 billion in sales, were sugar-laden sodas and the fourth was Diet Coke.

As for the rest of the company’s portfolio, it peddles juice and juice drinks, sports drinks, energy drinks, and bottled water. Except for the water, these are all essentially bottled liquid sugar. In some cases, the liquid sugar contains some vitamins.

Even though fruit juice comes from fruit, it takes about three or four oranges to make a cup of juice. Do you ever sit down and eat four oranges at once? I didn’t think so. Even if you did, you’d consume fiber in addition to sugary juice, and you’d feel full and eat less later. When we drink our calories, our bodies don’t respond by eating less later like they do when we eat calories.

As for the diet and no-calorie products, studies have found that artificial sweeteners actually make you fatter. Experts can’t say exactly why. They say it could be because artificial sweeteners trick your brain into craving more sugar or because they disrupt the good bacteria our guts need to keep us healthy. Maybe it’s both of these things or something else. But people who guzzle Diet Coke and similar beverages should realize the link to weight gain is there.

And when it comes to the healthiest of Coca-Cola’s beverages, water, I’ve got news for you: You can get it for free out of your tap. If you’d like, you can even filter it and put it in a bottle. Because filtered tap water’s all you’re getting when you buy Coca-Cola’s brand, Dasani. And at prices around $8 per gallon, it’s more expensive than gasoline.

Another claim? Now Coca-Cola sells its products in smaller, portion-controlled sizes. Now you can drink a mere 7.5 ounces of liquid sugar — only 90 calories. But far more common are the 12- and 20-ounce servings found in stores and vending machines, and a “small” Coke at the movies can be 30 ounces. That little treat can pack 360 calories. A “large” soda at the movies now consists of 52 ounces of carbonated sugar water, clocking in at more than 600 calories. That’s like drinking a Coke for dinner.

Yes, all calories count. We humans can only eat so much in a day. And if we stuff our faces with liquid candy devoid of nutrients, then we eat less of the nutritious foods our bodies need to function and stay healthy.

Additionally, the impact of flooding our veins with a rush of sugar harms our bodies in ways that eating the same number of calories in a healthy meal doesn’t. In fact, a 12-ounce can of Coke or Pepsi contains more sugar than the American Heart Association says one should consume in an entire day — almost ten teaspoons of the sweet stuff.

I don’t see how Coca-Cola can legitimately address public health in a constructive way while continuing to push such toxic products.

Here’s one idea. Why doesn’t the soda giant stop splurging on this expensive and hypocritical publicity campaign and instead donate it to a charity that would help pay for the medical care now needed by its best customers because they drank too much Coke?

That would be but a small step in counteracting the harm they’ve done to our health.

OtherWords columnist Jill Richardson is the author of Recipe for America: Why Our Food System Is Broken and What We Can Do to Fix It. Distributed by OtherWords.org.


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Comments

Michael Williams January 24, 2013 | 12:52 p.m.

So..uh..Jill, how do you feel about beer?

Or do you just have a one-track advocacy mind?

(Report Comment)
Kevin Gamble January 24, 2013 | 3:17 p.m.

Michael, are you suggesting that beer and soda are equivalent things? That they are marketed to and available to the same people, and consumed in the same ways and same amounts?

Or are you suggesting that issues can't be addressed separately, and that unrelated issues have to be included in every statement made about any topic?

Or are you just trolling?

(Report Comment)
Tony Black January 24, 2013 | 3:46 p.m.

Kevin, you hit the nail on the head..

(Report Comment)
Michael Williams January 24, 2013 | 4:56 p.m.

KevinG: Trolling?

Heaven's no!

"Mocking" would be much more accurate.

PS: When it comes to obesity, I don't hear anyone calling those ventral bulging stomachs "coke bellies".

Besides, when someone writes, "massive amounts of sugar with no nutritional value", I know they are just full of it. Glucose, fructose, and sucrose have no nutritional value? Now THAT'S funny! Such writings make everything that follows...suspect.

(Report Comment)
Mike Martin January 24, 2013 | 5:58 p.m.

Schooling. The perfessor is schoolin' dern it all. Not them other things.

All youse unedumacated, unedified, and unwashed need to just take your seats and hush. This is the class on Economic Advocacy. There are other classes, on journalism and such -- all manner of subjects, in fact. Nothin' the perfessor don't know sumpin' about, and always more than youse.

(Report Comment)
Derrick Fogle January 24, 2013 | 6:24 p.m.

I've stopped drinking soda almost entirely. Not because it's really bad for me, but because it's still at least a little bad for me, and costs a lot, too. It's just dumb to spend money on the stuff.

Not that I don't spend money on other things that are bad for me from time to time, but I've eliminated the single biggest one of them in my life by stopping drinking soda. It's a definite improvement, and, I most certainly feel better for it.

Today's stopping bonus? Had I been drinking soda when I scanned these comments, I probably would have laughed some out my nose. That really burns. :-O

(Report Comment)
Michael Williams January 24, 2013 | 8:16 p.m.

Jeez, MikeM. Now you are starting to sound like Jake Hummel's facebook page.

http://www.columbiaheartbeat.com/index.p...

(Report Comment)
Skip Yates January 24, 2013 | 10:02 p.m.

Things go better with Coke.....

(Report Comment)
Mark Foecking January 25, 2013 | 3:35 a.m.

So it's Coca-Cola's fault that we're obese? Last I heard, there was no requirement that anyone drink any of their products at all. We're obese because we eat too many calories (from all sources), and our exercise level usually involves little more than walking from the car to the couch or office chair.

If people couldn't drink Coke, they'd drink something else sweet. And it would still be their poor choice.

DK

(Report Comment)
Michael Williams January 25, 2013 | 9:14 a.m.

MarkF:

Precisely.

Coke and Pepsi are no different than high-quality organic chocolate, baked sweet potatoes, beer, peach cobbler, grandma's fried chicken, and the munchies with a fattie.

You can eat just about any damnphool thing you want so long as you do so in moderation and balance plus get decent exercise. Harping about the Coca Cola company is addressing a symptom instead of a cause while trying to make money with an advocacy and a book. Kids aren't taught to eat properly by their parents, don't understand how good nutrition makes a person feel better than poor nutrition, and they don't exercise. Adults simply do what they did as kids, plus we teach them that proper exercise is sitting our asses in front of a computer or TV.

Lambasting Coca Cola out of business doesn't fix ANY of this.

I'm gonna go split some wood. I'll need that Diet Coke for refreshment.

(Report Comment)

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