Coca-Cola, one of the world’s great marketers, is in a category under attack.  I love the brand but don’t love what it does to consumers who misuse the product. That is, drink it in excess while living a sedentary lifestyle.  Those who make sure the calories that go in are negated by the calories burned are those with healthy body sizes.

Coke ran a print ad today suggesting 4 ways to mitigate its high sugar, high calorie sodas. 1. Offer low calorie beverages. 2. Provide proper nutritional labeling, 3. Help people get moving and excercise, and 4. Don’t advertising to kids.

The traditional Coke bran plan  — Wieden+Kennedy and current brand management aside — has always been about refreshment. (Happiness is the new idea is happiness.)  Refreshment is best served in video and print when it’s hot out.  Active sports people used to be ownable, not so much anymore; thanks to Nike and Under Armour and hundreds of other marketers. Frolicking on beaches and at picnics, were good refreshment images. Bright sunny days.

Coke can use its advertising today in a more positive way if it focuses on refreshment — showing scenarios of active people exerting themselves. That should be a fundamental brand plank. Enough flowers pooping more flowers and musical whimsy choreographing beetles. Coke refreshes. It is best when refreshing people who are fit, who crave refreshment and exert themselves. Or who at least aspire to exert themselves.

Coke is growing outside the US because in developing countries people don’t overeat. They walk and do manual labor. Come on man!  Let’s get back to why people need Coke, not sell it based upon what shareholders need. Peace!