This Video Aims to Reduce Instances of Obesity-Related Disease in the US
Katherine Pendrill — October 22, 2015 — Lifestyle
References: cspinet.org
The 'Center for Science in the Public Interest (CSPI)' recently debuted an ad that aims to reduce instances of obesity-related disease in the US. In 1971 Coca-Cola released its 'Hilltop' ad, which became an instant hit. This new campaign takes on the iconic ad by giving it a health-related twist.
As part of its new health campaign, CSPI reinvented Coca-Cola's iconic Hilltop ad. But instead of teaching consumers how to sing a cheery jingle, the ad warns them about the effects of consuming sugary soft drinks. The ad stars real people who are suffering from the harmful effects of sugary beverage consumption. The idea behind the ad is to show consumers that catchy commercials and clever advertising are distracting us from the reality of illnesses such as diabetes.
By using an ad that consumers are already familiar with, CSPI makes a clear connection between soda companies and instances of obesity-related disease. By using this unconventional tactic, CSPI hopes that consumers will be more critical about the kinds of advertisements they see.
As part of its new health campaign, CSPI reinvented Coca-Cola's iconic Hilltop ad. But instead of teaching consumers how to sing a cheery jingle, the ad warns them about the effects of consuming sugary soft drinks. The ad stars real people who are suffering from the harmful effects of sugary beverage consumption. The idea behind the ad is to show consumers that catchy commercials and clever advertising are distracting us from the reality of illnesses such as diabetes.
By using an ad that consumers are already familiar with, CSPI makes a clear connection between soda companies and instances of obesity-related disease. By using this unconventional tactic, CSPI hopes that consumers will be more critical about the kinds of advertisements they see.
Trend Themes
1. Public Health Reinterpretation - Reinterpreting iconic ads to spotlight public health issues and raise awareness.
2. Anti-advertising Advocacy - Pushing back against the influence of catchy commercials and clever marketing to focus on important public health issues.
3. Consumer Education Focus - Highlighting the need for consumer education and critical thinking when it comes to advertising and its effects on health.
Industry Implications
1. Soft Drink Industry - Encouraging the soft drink and beverage industry to focus on more transparent marketing and messaging in order to help reduce public health risks.
2. Public Health Industry - Collaborating with consumer advocacy organizations to promote public health campaigns that highlight the adverse effects of consuming sugary beverages and other unhealthy products.
3. Advertising Industry - Transforming the advertising industry by pivoting away from the use of misleading or deceptive tactics and instead focusing on promoting consumer education and informed decision-making.
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