Coca-Cola's Guide to Living Positively

4 05 2010

Coke is trying to fight the Anti-Soda movement by… being Anti-Soda?

Coca-Cola is pushing its new Live Positively Campaign in an attempt to develop goodwill with it’s customers.  This program has helped create the school health guidelines that it will now be enforcing.  In fact, it has “helped reduce total beverage calories provided to U.S. schools by 88%.” Coke also lets us know how the Coke Rewards program is providing supplies for the schools.  This way parents will buy Coke products to support the schools and the kids can get their crack Coke at home instead of the school.  We also are informed how their Triple Play program encourages kids to get active and make wise diet decisions.  Wow, Coke is such a purveyor of good will and societal improvement!

Yeah…  I’m going to say that this willingness to help is only because it provides Coke with more opportunity to peddle Dasani, Vitamin Water, and Minute Maid, products with a higher profit margin.

Coke is really trying to sell this by referring to their sodas as “sparkling beverages” and only referring to themselves as Coca-Cola, because we consumers will never figure out that sparkling beverages and soda are the same thing to Coke and Coca-Cola just sounds so much friendlier and well meaning.

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Just in Time for the Final Four

3 04 2010

Like most Americans, I’ve been watching the NCAA Tournament for the past few weeks.  One thing that strikes me is that instead of Gatorade coolers on the sideline, the coolers say Vitamin Water.  Players even have Vitamin Water bottles to reuse (because being green is so very important to playing basketball…).   I actually just found out that apparently this has been going on since 2008?  I must not have paid any attention to the games in years past…

Having played high school and college sports before the advent of Vitamin Water, this just seems so strange to me and leaves me with a myriad of unanswered questions.  Will the winning team dump the cooler of Vitamin Water on the coach after the finals?  What flavor is the Vitamin Water?  Power C? XXX? Recovery? Lemonade?  Revive?   (That must suck for the people who are used to betting on what flavor the Gatorade is)

There is such simplicity to Gatorade’s flavors.  Fruit Punch, Lemon Lime, Orange, and Blue Storm (I love the fact that blue is a flavor – there is even Purple Flavor- which will always remind me of freshman year soccer at GCC and mixing Gatorade before games and practice and then lugging the full coolers down to the field, but I digress).

I guess what is hardest for me is that I don’t put Gatorade and Vitamin Water in the same category.  Vitamin Water just tastes too good to do the same things as Gatorade.  Also, I cannot buy a large bottle of Vitamin Water in the store like I can with Gatorade.   In our household, I am alone in my opinion of the difference between Gatorade and Vitamin Water, so I’m putting up to a poll.