“The new Coca-Cola advert ‘Grandpa’ shows that the lifestyle enjoyed by our grandparents — moving more, eating well, taking it easy — can be beneficial. We’re committed to using our advertising to raise awareness of the importance of energy balance and helping people to make informed choices. We believe it is just one of the ways we can help make more people aware of the need for a balanced diet and active, healthy lifestyle.”
Coca-Cola is encouraging UK consumers to live more like their grandparents, as part of its continued anti-obesity marketing drive.
The soft drinks giant has today rolled out a TV ad called “grandfather”, which, by using a split-screen, shows the lives of two young men – one from the1950s and one in the modern day.
The ad, accompanied by the soundtrack of ‘It’s Not Unusual’ by Tom Jones, shows the similarities and differences in how the young men live. The modern man is shown eating junk food, such as crisps and microwave meals, while the 1950s man eats an apple and a home-cooked dinner.
It ends with the line, “Live like Grandpa did: move more, live well, take it easy, and don’t forget to enjoy life,” before revealing that the two men are grandfather and grandson.
The ad was created by David The Agency in Buenos Aires, Argentina.
A Coca-Cola statement said: “Coca-Cola knows its advertising alone will not address the challenge of obesity, but the brand does think it can make a contribution in addition to the other actions it is taking.”
In March, Coke rolled out two new TV ads highlighting the brand’s efforts to combat obesity. One, named “coming together”, focused on the company’s low-calorie drinks, while a second, called “be OK”, details the number of calories in a can of Coca-Cola.
(marketingmagazine.co.uk, 13 August 2013)