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Coke's marketing chief rejects calls for tax on sugary drinks Coke's marketing chief rejects calls for tax on sugary drinks
(3 months later)
"If you are sitting on your ass all day then have a Diet Coke." Coca-Cola's top marketer did not mince his words on Friday as he rebuffed calls for a levy on sugary drinks in the UK."If you are sitting on your ass all day then have a Diet Coke." Coca-Cola's top marketer did not mince his words on Friday as he rebuffed calls for a levy on sugary drinks in the UK.
Joseph Tripodi, the US soft drinks giant's chief marketing and commercial officer, made the remark as he argued that it is down to individuals to adopt healthy lifestyles to beat the obesity crisis.Joseph Tripodi, the US soft drinks giant's chief marketing and commercial officer, made the remark as he argued that it is down to individuals to adopt healthy lifestyles to beat the obesity crisis.
"We are easy to demonise as we are the world's largest brand and so people say 'you guys are causing all the problems'," Tripodi told an industry audience at the Cannes Lions International Festival of Creativity."We are easy to demonise as we are the world's largest brand and so people say 'you guys are causing all the problems'," Tripodi told an industry audience at the Cannes Lions International Festival of Creativity.
He said that the obesity debate goes beyond blaming soft drinks makers, pointing out that calls to crack down on childhood obesity have continued despite Coke introducing lower-calorie drinks such as Coke Zero.He said that the obesity debate goes beyond blaming soft drinks makers, pointing out that calls to crack down on childhood obesity have continued despite Coke introducing lower-calorie drinks such as Coke Zero.
"The obesity issue will not be solved by advertising. It is a holistic approach, so part of what we are doing is running the marketing machine against the obesity issue and encouraging people to get active," he added. "I tell people you can have as many Cokes as you want just as long as you are active.""The obesity issue will not be solved by advertising. It is a holistic approach, so part of what we are doing is running the marketing machine against the obesity issue and encouraging people to get active," he added. "I tell people you can have as many Cokes as you want just as long as you are active."
Leading UK medical bodies, including the Royal College of Paediatrics and Child Health, are calling for a 20p-per-litre levy to be introduced on soft drinks, arguing that the £1bn raised in duty could help fund healthy meals in schools.Leading UK medical bodies, including the Royal College of Paediatrics and Child Health, are calling for a 20p-per-litre levy to be introduced on soft drinks, arguing that the £1bn raised in duty could help fund healthy meals in schools.
The soft drinks industry is vehemently opposed to the proposal, with Tripodi adding that he would not be in favour of "anything discriminatory".The soft drinks industry is vehemently opposed to the proposal, with Tripodi adding that he would not be in favour of "anything discriminatory".
This year, Coke addressed the obesity debate head-on with TV spots which for the first time took the fight to critics highlighting its record of promoting low- and no-calorie drinks.This year, Coke addressed the obesity debate head-on with TV spots which for the first time took the fight to critics highlighting its record of promoting low- and no-calorie drinks.
Tripodi also said it was unlikely that Coke would sponsor any of the Olympic Park venues which are looking for naming rights partners, despite Coke being a London 2012 sponsor and promoting its links to cycling and other sports.Tripodi also said it was unlikely that Coke would sponsor any of the Olympic Park venues which are looking for naming rights partners, despite Coke being a London 2012 sponsor and promoting its links to cycling and other sports.
"I think the legacy which we were focused on was the work we did with young kids helping with them engage active lifestyles and the legacy of recycling. We don't do a lot of sponsoring structures," he added. "I don't know if that is where we want to be, I would rather put the sponsorship money into local programmes.""I think the legacy which we were focused on was the work we did with young kids helping with them engage active lifestyles and the legacy of recycling. We don't do a lot of sponsoring structures," he added. "I don't know if that is where we want to be, I would rather put the sponsorship money into local programmes."
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