Coming Together (advertisement)

Coming Together is a public service announcement (PSA) campaign launched by The Coca-Cola Company in 2013. The campaign was designed to address the issue of obesity and promote healthier lifestyles among consumers. It marked a significant shift in Coca-Cola's marketing strategy, focusing on the company's commitment to providing more transparent nutritional information and offering a wider range of low- and no-calorie beverage options.

Background

The campaign was introduced in response to growing concerns about the role of sugary drinks in the rising rates of obesity and related health issues such as diabetes and heart disease. The Coca-Cola Company aimed to position itself as a proactive player in the fight against obesity by encouraging consumers to make informed choices about their beverage consumption.

Campaign Elements

The Coming Together campaign included several key components:

• **Television Commercials**: The campaign featured a series of TV ads that highlighted Coca-Cola's efforts to offer more low- and no-calorie beverages, provide clear calorie information on packaging, and support physical activity programs.
• **Online Presence**: Coca-Cola created a dedicated website and social media content to further promote the campaign's messages and engage with consumers.
• **Community Initiatives**: The company partnered with various community organizations to support local health and wellness programs.

Criticism and Controversy

Despite its positive messaging, the Coming Together campaign faced criticism from some health advocates and organizations. Critics argued that the campaign was an attempt to deflect attention from the negative health impacts of sugary drinks and that Coca-Cola's efforts were insufficient to address the root causes of obesity. Some also pointed out that the company's marketing of sugary beverages to children contradicted its stated commitment to promoting healthier lifestyles.

Impact and Legacy

The Coming Together campaign is part of a broader trend among major food and beverage companies to address public health concerns and improve their corporate social responsibility profiles. While the long-term impact of the campaign on consumer behavior and public health remains a topic of debate, it represents a notable example of how companies can respond to societal pressures and attempt to align their business practices with public health goals.

See Also

• Obesity
• Diabetes
• Heart disease
• Corporate social responsibility
• Public service announcement