A plan by Coca-Cola South Pacific to help combat obesity took shape this week with TV and newspaper advertisements that broached the issue to be followed up with a teen cycling campaign towards the end of the year.
Though Coke's campaign has been panned by health experts, the beverage company believes it has a role to play in this public health issue, and plans to partner with not-for-profit community organisation, Bicycle Network, to help motivate teens to take the saddle.
“Overcoming obesity will take action from all stakeholders working together, including Coca-Cola," said Phil Roberts, commercial and franchise director of Coca-Cola South Pacific.
“We believe Coca-Cola has an important role in providing more beverage choices, including more choice in serve sizes and low-kilojoule options, clearly communicating the kilojoule content of our products and supporting community-based physical activity programs.”
The bicycle program will be launched in Victoria later this year, and, with the help of local councils, plans to work with community groups and identify influential teens keen to give bike riding a go.
“For us it’s not about advertising for a big brand name, it’s really about our young people meeting the physical activity guidelines of sixty minutes of exercise most days,” said Bicycle Network’s general manager for behaviour change, Tess Allaway.
“We’re always looking for the next wave of bike riders and for ways in which we can improve physical activity levels in our communities.”
The cycling program is part of a four-pronged anti-obesity campaign from Coca-Cola that includes reducing portion sizes, adding to its low-kilojoule options, providing nutritional information and partnering with the Bicycle Network
Coke says its all part of its Healthier Australia Commitment, an Australian Food & Grocery Council initiative to help Australians live healthier, active lives.
According to Roberts, Coca-Cola has already taken a number of important steps, including introducing smaller portion sizes, and introducing more low- and no-kilojoule beverages.
Coca-Cola has also said it would work with food scientists and nutritionists on innovative ingredients including all natural, low-kilojoule sweeteners.
“We believe these initiatives, as well as our existing policies and involvement in the ‘Healthier Australia Commitment’, demonstrate how serious we are about being part of the solution to obesity,” said Roberts.
