Observer » Coca-Cola

Soda Jerk

The Editors — Wed, 13 Jun 2012 11:17:18 -0400

Mayor Bloomberg’s proposal to limit the size of sugary drinks in New York prompted Katie Bayne, a high-ranking executive at Coca-Cola, to defy common sense on behalf of a 20-ounce serving of her favorite beverage.

“There is no evidence that connects sugary beverages to obesity,” she said.

If that logic sounds familiar, well, that means you are of a certain age, and you remember when tobacco executives argued that there simply was no evidence connecting cigarette use and lung cancer.

Ms. Bayne and her colleagues probably should stop denying the obvious and simply acknowledge that Mayor Bloomberg is not demanding an end to soda consumption. He simply wants to limit servings to 16 ounces, rather than the standard, calorie-laden 20-ounce bottle that Coke and its competitors prefer.

The mayor has common sense on his side. Ms. Bayne cannot say the same.

Colas Combat Crude Campaign Against Sugary Sodas

Jessi Rucker — Tue, 29 May 2012 12:27:42 -0400

Coca-Cola and Pepsi have been battling for brand supremacy for decades through advertisements, slogans and celebrity endorsements. The cola wars have brought us “The Choice of a New Generation,” “Can't Beat The Real Thing” and the short-lived, inexplicably bleached Crystal Clear Pepsi with accompanying Van Halen soundtrack. And back in the '90s, we even watched as two of our most iconic pop idols sold their names to each soda: Britney Spears to Pepsi and Christina Aguilera to Coke.

Now, Coke and Pepsi have done the previously unthinkable and banded together to fight a common enemy: the New York City health department.

For the last three years, Mayor Bloomberg's anti-sugary drink campaign ads have been plastered inside subways cars featuring grotesque images of lard-like pink goo oozing from a plastic bottle resembling a familiar cola or equating a dozen sugar packets to just one soda or sports drink, but it was even harder to digest the latest subway ads in which these former rivals stand in allegiance in an attempt to restore their reputation. The ad features four delivery workers pushing dollies of discernibly different beverages cases of Pepsi, Sunny Delight, Coke and Dr. Pepper. “More Choices, Smaller Portions, Fewer Calories,” is printed in big bold letters.

Pepsi, Coca Cola, as well as Dr. Pepper Snapple Co. formed an advocacy group with the American Beverage Association, which has spent nearly $70 million on lobbying and advertising since 2009, since over 30 states have been implementing a new soda tax, slightly damaging their revenue. On the other hand, the city's current ad campaign “Pouring on the Pounds” was funded with a $100,000 federal grant. While the campaigns budgets are imbalanced the city does gain invaluable support with the recognition of diabetes and obesity as national epidemics.

Despite awareness of the dangers of sugary drinks, carbonated beverages are still the most popular beverage in the US, almost three times as popular as bottled water, coffee or milk, according to the ABA. Just like Britney and Christina, who have had their own battles with public perception and been scrutinzed in the media for weight gain, these drinks seem like an American mainstay, whether it's for better or worse.

Walmart Makes the Rest of the Country Happy, So Why Not New York?

Michael Ewing — Fri, 30 Mar 2012 15:11:35 -0400

The mystifying powers of a seemingly endless Visa credit limit and the bargain prices of Walmart! (Image Katu.com)

Fordham University published their Fourth Quarter 2011 V-Positive Report, which measures the Consumer Value Index. The methodology is based off of a few psychological theories that reflect the "understanding of the motivation to consume." In short: a thousand people are surveyed at the end of the year and answer several attributes for each of the seven domains.

The research is then used to measure and showcase the extent of which massive corporations impact our lives. The questions consider happiness, self esteem and physiological benefits to truly list the most beneficial and admired companies.

In terms of Societal V-Positive, which measures brand value across the United States, the most highly regarded companies were as follows:

1. Walmart
2. Facebook
3. Google
4. Visa
5. Yahoo!
6. McDonald's
7. Amazon
8. Coca-Cola
9. Microsoft
10. Target

It's relatively clear that Americans like a bargain with Target, Amazon, and Walmart taking three of the spots. They also like to consume calories, in the case of McDonald's and Coca-Cola. Yahoo! and Microsoft might be the most questionable of them all, but Google says enough by being ahead of them. Now, Visa is kind of unexpected, but who doesn't love spending money they don't have at all of these other fine establishments?

We have all of these in New York except for Walmart. Then again, do we really need another night club?

mewing@observer.com

Maybe It’s Something in the Water: Ace Marketer Oza Buys Big in Tribeca

Chloe Malle — Fri, 26 Feb 2010 19:13:20 -0400

In 2007, Rohan Oza was named one of New York's Rising Stars in Crain's 40 Under 40 list. So, it's no surprise that just three years later—and still two years shy of his 40th birthday—the Zambia-raised, Britain-educated marketing magician has opted for a $5,272,600 tower loft in Tribeca with prime views of the New York starscape (himself excluded). Mr. Oza, who is senior vice president of marketing at Glaceau Energy Brands, bought the three-bedroom, 3.5-bathroom condo at the deluxe Artisan Lofts at 143 Reade Street in Tribeca.

Glaceau, which produces Vitamin Water and SmartWater—pioneers in the enhanced water world—must be doing something right considering the fact that the Coca-Cola Corporation bought the Queens-based company in 2007 for $4.1 billion, cash! Mr. Oza, who before joining Glaceau worked for Coca-Cola as brand manager for Sprite and Powerade, has helped Glaceau's annual revenue skyrocket—800 percent in the five years after he joined the company in 2002—mostly due to his strategy of celebrity partnerships that have included endorsements from Tom Brady, Jennifer Aniston and 50 Cent.

A former commercial building built in 1929, 143 Reade Street was converted to loft apartments and "sensitively restored" (according to the Artisan Lofts Web site) by architecture firm BKSK with "distinctive" interiors designed by acclaimed design couple Roman and Williams. The Tower Lofts are described as "getaways for pursuing all your interests" and feature "endless river and city views," walnut floors, 11-to-12-foot ceilings, and bath "retreats" that offer "handmade serenity, with walls and floors laid with hand-glazed and kiln-fired tiles."

One marketing executive has said of Mr. Oza, "Rohan has become iconic in the marketing industry." So is it so hard to believe that the Powerade Power Ranger wants an iconic abode to match?

cmalle@observer.com