How Coca Cola’s Obesity PR Stunt Blew Up in the Company’s Face

‘The soft drink industry is in a full-blown crisis. Soda sales are on a 10-year skid, and laws are being passed to tax and limit their sales, thanks to a growing consensus among health researchers that sugary beverages are the primary culprits behind obesity and related conditions like diabetes and heart disease. Coca Cola’s PR tactics have become increasingly desperate and insidious. A 2013 television commercial suggested that the 139 calories in a can of Coke could be burned by 75 seconds of laughing out loud, or a celebratory dance while bowling, claims that were roundly criticized at the time.

It recently came out that Coke is using a similar tactic, but with a more serious, respectable veneer, when the New York Times reported the company’s undisclosed ties to the nonprofit astroturf group Global Energy Balance Network, a relationship that included lots of money, and even secretly registering the GEBNs website on its own domain.’

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