This past weekend, we saw CNBC’s special “Coca-Cola: The Real Story Behind The Real Thing.” While the special has been airing for a while now, we never cease to be amazed at the marketing prowess behind Coca-Cola.
If you haven’t seen the special yet, it provides a behind-the-scenes look at Coca-Cola’s race to find the next blockbuster beverages. The company employs a number of ingenious tactics to help boost sales, such as inventing high-tech fountain machines that allow you to customize your own soda and investing in little-known companies that tap into emerging trends.
While we were somewhat reassured to hear that health and sustainability are trends that Coca-Cola is investing in, we’re also mindful of the role that caloric beverages play in weight gain.
So as the nutrition community attempts to decrease the public’s consumption of caloric beverages — and Coca-Cola attempts to increase consumption and sales of beverages — who will win?