The food industry sure loves pledges and commitments. They are usually an inexpensive way to get loads of free press (bonus points if said commitments and pledges have to do with children).
You may recall that Coca-Cola recently “pledged” to not advertise to children. Predictably, this led to many (even some public health and nutrition advocates) applauding the soda giant, alluding to those “baby steps” that are supposed to lead us to… well, we’re not sure where those many baby steps lead to.
Today, on his Weighty Matters blog, Dr. Yoni Freedhoff explains how Coca-Cola has blatantly broken that pledge with its latest “Coca Cola 2nd Lives” campaign in Vietnam:
“It’s a genuinely and non-sarcastically ingenious campaign currently in Vietnam that allows empty Coca-Cola bottles to be used again by the distribution of 16 different caps that in turn provide 2nd lives to the bottles. Just pony up four regular Coca-Cola bottle caps and the kit is yours. The replacement caps include a water mister, soap dispenser, detergent dispenser, condiment dispenser, salt and pepper shakers, LED light, and dumbbell kit.
Oh, and then there’s also a water gun, soap bubble wand, kid paint brushes, pencil sharpener, and totally indefensibly, a baby rattle as seen up above.”