Coca-Cola's anti-obesity TV ad campaign has been characterized as “manipulative,” “disingenuous,” and “ridiculous” by media outlets. Nonetheless, corporate and consumer PR experts say the soft drink giant's decision to make itself a willing partner in the war on obesity is a smart, if overdue, communications strategy.
“The criticism and cynicism in the media about the ads – which may very well be valid – still doesn't change the fact that [having a stronger voice on this issue] is what Coca-Cola ...