Coke launches anti-obesity campaign
The brand has launched its first campaign based on health and wellness in Canada, as part of a global initiative on the subject.
Coca-Cola Canada is weighing in on the issue of obesity with its latest campaign, which is part of a broad global strategy for the brand.
With Canadian media handled by UM, creative adapted for the market by Zulu Alpha Kilo and social media by Toronto-based Gravity, the “Coming Together” campaign targets adults above the age of 18. It relies heavily on a TV buy with 60-second spots airing nationally across CBC, CTV and Global, as well as social media buys. A longer two-minute version of the TV spot is also available online.
The TV ads focus on the importance of eating and exercising well, and also aim to introduce consumers to the actions Coca-Cola has taken to fight obesity, including launching low and no-calorie drinks like Coke Zero, Powerade Zero and Sprite Zero and partnering with organizations like PartipACTION on So Go Active, a program to promote physical activity in youth.
David Moran, director of sustainability, Coca-Cola Canada, tells MiC that this is the first time Coca-Cola has focused its marketing on health and wellness, and notes that this campaign is only the beginning of a long-term initiative for the brand.
He says it was important for Coca-Cola to get involved in the discussion around obesity because it has become such a relevant issue for Canadians. He adds that the goal is to connect more deeply with consumers by providing them with access to information they need to make their lifestyle and diet decisions.
Nicola Kettlitz, president, Coca-Cola Canada, says that this campaign also marks a rare occasion in which the brand has used 60-second TV spots, adding that longer commercials were needed to communicate the brand’s story and highlight all it’s doing to tackle obesity.
The campaign will run for 12 weeks. With the first phase lasting for a month, and the second phase running for eight weeks.