Sodas, Healthy? How’s That For An Oxymoron?

Previously (a few days ago), after being tipped off by Duane D. Stanford of the Atlanta Journal-Constitution, I wrote about Coca-Cola’s very clever, but misguided marketing tactics to tack the phrase and concept "health and wellness" onto Diet Coke and vitamin-fortified no-calorie drinks.

I also chucklingly observed Coke’s absurd mission to somehow convince John Q. American Public that there’s a place in the diet for both empty-calorie, sugary soft drinks and/or chemical-laden "diet drinks."

Now, in a wonderfully astute, insightful article, entitled "Makers of Sodas Try a New Pitch: They’re Healthy," Andrew Martin of The New York Times, expands the subject and clues us in on the fact that both Coca-Cola and PepsiCo are now seeking to position soft drinks as healthy.

Ah, I just can’t help but marvel at the complete and utter irony here, but frankly I’m in awe of the potential power in misleading marketing.

What will they think of next to peddle nutrient-lacking soda?

Times reporter Andrew Martin begins his story with simple eloquence:

"Healthy soda?

"That may strike some as an oxymoron. But for Coca-Cola and PepsiCo, it’s a marketing opportunity," reporter he observes.

The Times journalist then points out that "in the coming months, both companies will introduce new carbonated drinks that are fortified with vitamins and minerals: Diet Coke Plus and Tava, which is PepsiCo’s new offering.

They will be promoted as “sparkling beverages.” The companies are not calling them soft drinks because people are turning away from traditional soda, which has been hurt in part by publicity about its link to obesity."

Look, despite my journalism background, I absolutely make no claims here of being impartial about this subject. Sodas aren’t healthy. Period. No question about it.

But Times reporter Andrew Martin really does a fabulous job of hanging onto his impartial, objective journalistic stance.

For instance, he quotes industry analysts and even the president and CEO of Pepsi-Cola North America, Dawn Hudson.

Perhaps my favorite section of the Times reporter’s story is this:

Tom Pirko, president of Bevmark, a food and beverage consulting firm, said it was “a joke” to market artificially sweetened soft drinks as healthy, even if they were fortified with vitamins and minerals. Research by his firm and others
shows that consumers think of diet soft drinks as “the antithesis of healthy,” he said.

"These consumers “comment on putting something synthetic and not natural into their bodies when they consume diet colas,” Mr. Pirko said. “And in the midst of a health and welfare boom, that ain’t good.”

Read Martin’s insightful story now.

While you’re at it, make sure to finish the story, because at the end, Martin reveals how "all of the major soft drink companies are furiously trying to develop a no-calorie natural sweetener to allay concerns about artificial sweeteners.

“I think it is the holy grail,” said Ms. Hudson of Pepsi-Cola. “But it has to taste great.”

Wow! Now that’ll be fascinating. This I’ve gotta see.

Wanna chat about this development? You can post comments at The New York Times.