Coke Does Personal Fitness?
January 3, 2008 by Kristen King
Filed under Women's Health
According to reports from CNNMoney.com, Coca-Cola is launching a fitness program through a 2-year agreement with on-demand fitness network Exercise TV.
Seeing as how soda is terrible for you (even though, yes, we all drink it from time to time), this sounds like a good move for the soft drink company. Here’s what I think:
Will a branded fitness show make people want Coke more? Breaking a sweat and busting your buns for 60 minutes in front of the Coke logo has to do something to your break. You’ll start to associate the soda with refreshment because that’s all you’ll want after your workout…
It looks like they’re getting all concerned about our health, but is it just a savvy marketing ploy? If it is, I have to be impressed. It’s clever.
What do you think? Selfless gesture or selfish ploy?
Contents © Copyright 2008 Kristen King
Tags: womens health, woman, health, coca-cola, coke, fitness program, marketing
Ridiculous move, I think. But many people seem not to want to engage in critical thinking, so they’ll believe anything that corporations tell (sell) them.
What you didn’t mention is that Coca Cola is more than just soda – the fact that soda is terrible for you is driving health-conscious consumers to purchase less sodas. This is why Coke has expanded their portfolio of late to include healthier beverages. Vitamin water is one example. They also just bought Honest Tea. Coke wants to be healthier
@Rebecca – You’re right. Although I don’t honestly think Vitamin Water is that healthy even though I do like it a lot. I love Honest Tea and hope the formulations stay the same. It would be terrible to see them all sugared up!
kk
I may be getting cynical in my old age, but I believe that this is pure genius in advertising!