Have a peek at the pictures and watch the video below and tell me if you think Coca-Cola's "social responsibility" efforts are about being socially responsible, or about brand building and health washing?
When I watched the video (released by Coca-Cola and featuring young teen soccer players) a quote from Michael Moss' fabulous Salt, Sugar, Fat - How the Food Giants Hooked Us (which I reviewed here) leaped to mind. It was from a Coca-Cola executive who was discussing Coca-Cola's (rather empty) promise not to target kids under 12,
“magically, when they would turn twelve, we’d suddenly attack them like a bunch of wolves."Gotta love their spunky t-shirts too - describing Coca-Cola to the highly jazzed young children as,
"A Refreshing Summer Boost"