How to market sugar water

There’s no doubt that consumption of pop is harmful, even deadly but you’d never know it from the soft drink industry. Professor Paulette Nestle, nutritionist at New York University, is blunt:

“The science is clear. Kids and adults who drink pop tend to be heavier and have a higher prevalence of obesity, type 2 diabetes, heart disease, and tooth decay.”

coca_cola_bubbles

Studies funded by the soft drink industry find the opposite: roughly 85 per cent of them find pop to be harmless. And if there is a problem, they say, it’s your fault. No one is holding a gun to your head and forcing pop down your throat. The problem lies on the shoulders of individual consumers. It’s a matter of choice. If only consumers would exercise more.

However, consumers make choices on what they perceive about a product and the sugar water industry is persuasive. They spend millions of dollars on Super Bowl ads that avoid the product itself. Instead, they market deep emotional connections to friends and family. If I can find happiness in a can of Coke, why wouldn’t I drink it?

And if I can find my identity in a can of pop, all the better. Coke sells cans with my name on it and words such as Love and Superstar. Who wouldn’t want to support a corporation that supports the arts, community projects, and cleaning up the environment?

“When Philadelphia was considering a soft-drink tax, Coke offered to give the Children’s Hospital of Philadelphia $10 million. It’s that kind of thing,” says the author of eight books in a newsletter from the Centre for Science in the Public Interest.

It’s a standard tactic used by the merchants of misery. You see it used by proponents of Ajax mine in Kamloops. They don’t address the problems that the mine will create: like toxic dust, groundwater contamination, potential sludge spills, the environmental headache created by the mountain of tailings when they leave.

No, Ajax mine tells us how important copper is to our daily lives, how they will create jobs, how they support our university and the arts. To oppose the mine is to oppose family and community, they would have us to believe.

The sugar water industry has learned from the tobacco industry that you can counter science by creating doubt. Sure, 99 per cent of studies might find that consumption of tobacco causes cancer but if only one study is inconclusive, then maybe tobacco is not that bad. It’s human nature to hope that something we want will be OK despite mounting evidence to the contrary, something we are addicted to or feel a deep emotional connection to, something that will create jobs.

Another tool in the toolbox is to fund groups like the Global Energy Balance Network. The group employed scientists of considerable stature who found that lack of exercise, not diet, was responsible for the obesity epidemic. Then a reporter for the New York Times discovered that these scientists had been taking millions of dollars in research grants from Coca Cola including funding of the website.

One of these scientists said not worry about eating less, gobbling junk food, drinking pop. Just be more active. Would it were true.

Generic Kamloops Industrial Video

After seeing KGHM’s bland video proposing that we should start a “conversation” over their proposed Ajax mine on the doorsteps of Kamloops and then seeing a purposely saccharine video that pokes fun at the genre, I decided to make my own.

My video was inspired, not only by KGHM’s video, but by Kendra Eash’s This is a Generic Brand Video, which is a poem not a video, published on Timothy McSweeney’s website. A stock video company in Calgary called Dissolve Stock Footage took the words of the poem and prepared This is a Generic Brand Video, this time an actual video, from stock footage.

The coincidence of videos from KGHM and Dissolve was too much for me to resist and so I took free stock footage and music to create my own satirical Generic Kamloops Industrial Video.