With obesity rising and diabetes (40% of America's calories derive from soft dri nks) brands must

both develop healthier alternatives, while still ecnouraging mo re concumption. Coca Cola quite clearly plans is to pursduade consumers to drink one more can every fortnight - which should equate to 1.4 billion. Such ethical consumption absolve one sin by virtue of another. An ethical gestur e bundled into an unhealthy product. Consumers are encourage to offset one probl em with another. In this sense, the campaign invariably causes trade-off.