Attacks the science.
A systematic review of 50 years of studies found a link between the amount of sugar-sweetened beverages people consumed and weight gain and obesity; another study written by 7 experts in public health, nutrition, and economics made the links between sugary drinks and America's obesity problem explicit:
"The science base linking the consumption of sugar-sweetened beverages to the risk of chronic diseases is clear," they wrote.
Coke has said that isn't so: In fact, a controversial research group they formed has said "there is 'strong evidence' that the key to preventing weight gain is not reducing food intake 'but maintaining an active lifestyle and eating more calories.' And the studies they cite to back these claims were supported financially by The Coca-Cola Company.
Promotes exercise as a solution.
In an introductory video, one of the Global Energy Balance Network's leaders said the media focuses on "eating too much, eating too much, eating too much — blaming fast food, blaming sugary drinks and so on."
The video has since been taken down, and the group said the idea that it only focuses on physical activity is inaccurate.
Funds community groups.
The soda industry has helped shape a nonprofit dedicated to championing exercise over dietary changes; contributed money to hospitals, community organizations, and universities, and even made campaign contributions to local politicians.
While Coke helped shape the nonprofit Global Energy Balance Network, which got $1.5 million from them and claims to combat obesity by championing exercise over dietary changes and gave money to the University of Colorado (who's since given the money back), the soda lobby gave $10 million to the Children's Hospital of Philadelphia.
Says the industry is self-regulated and that outside restrictions (i.e. a "soda tax") would be unfair.
Former New York City mayor Michael Bloomberg tried (and failed) to ban oversized sugary drinks in 2013; Philadelphia Mayor Michael A. Nutter also proposed a tax on soda in his city, but according to the New York Times, "the industry rose up to beat it back."
The American Beverage Association (ABA), the soda industry's main lobby group, has invested millions of dollars fighting laws to tax and label sugary beverages. Not only did soda lobbyists contribute to local politicians' campaigns, they also donated money to nearby nonprofits and health organizations in the community.
Claims they aren't marketing to children.
We reached out to Coke for comment about whether or not their marketing targets kids after watching this 2015 short film centered around a boy and his Coke bottle. They said:
"Our marketing adheres to our global responsible marketing policy not to market any products directly to children under the age of 12. We use Nielsen data and other audience measurement indicators to avoid buying advertising in media for which children under 12 make up more than 35% of the audience. Our policy applies to TV, radio, and print (including product placements), and, where data is available, to the Internet and mobile phones."
Nevertheless, the company makes Coke-branded toys — 719, in fact, according to family doctor and author Yoni Freedhoff, who counted them on Amazon — and led a 2011 kids marathon called the "Coca-Cola Kids Challenge." They also have several ads prominently featuring kids.
Invests in alternatives to traditional sweetened beverages.
In October, PepsiCo CEO Indra Nooyi told investors that focusing solely on traditional, carbonated soft drinks was "a thing of the past." Instead, noncarbonated beverages are "driving all the growth in the whole industry."
Nearly half of Pepsi's beverage sales are now in low- or zero-calorie drinks, juice, or sports drinks, more than double the proportion they represented 15 years ago. In the past few years, Coke has invested in brands including Monster Energy, coconut-water company ZICO, and organic-focused Suja Juice.
PepsiCo declined to comment for this story.
Reframes how its products are marketed.
Coke is going "back to its roots" by shifting focus toward smaller cans and bottles. According to the company, retail sales of smaller packages are up 17%.
These changes allow the chains to put a positive, healthy spin on the brands without requiring major changes in sodas' nutritional makeup. For example, when the ABA pledged to cut drink calories by 20%, that doesn't necessarily mean a can of Coke or Pepsi will have 20% fewer calories.
It may just be 20% smaller.
