Coke v. Advocacy group (Week 8)

Vitaminwater Marketing Prompts Suit
January 16, 2009
By Anjali Cordeiro

A consumer advocacy group has issued a class-action lawsuit against Coca-Cola Co. for making misleading claims about its Vitaminwater product. A 20 oz. bottle of raspberry-apple Vitaminwater has a total of 125 calories, but the bottle is 2.5 servings. This consumer advocacy group says Coke markets its Vitaminwater as a healthful alternative to pop. Coke also claims this drink can reduce the risk of chronic disease and support immune function.

"The idea that you can improve your immunity by drinking one of these Vitaminwater drinks is nonsense," David Schardt, a senior nutritionist for the nonprofit group, said. The group's nutritionists also say the drink contains enough sugar to cause obesity, diabetes, and other health problems.

Coke's response: "Glaceau Vitaminwater is clearly and properly labeled and shows the amount of vitamins and calories in the product," Coke spokeswoman, Diana Garza Ciarlante, said. She also called the lawsuit "ridiculous."

My response: Everything is bad for you. Fruits have too much sugar. Meat causes high cholesterol. Pasta and bread have too many carbs. Fish has mercury. Some vegetables turn immediately into sugar once they're in you. The trick is to eat a little bit of everything in moderation. Just drink half the bottle of Vitaminwater.

About the misleading claims: Everything is a little misleading. I don't think Coke is guilty of blatantly lying about Vitaminwater. It's called advertising. Nutritionists are not afraid of smudging the truth a little to promote their products . . . NutriSystem only provides meals for 5 or 6 meals a week. What about the other 1 or 2 days people need to eat? Nutritionists also seem to completely ignore genetic factors when they say, "Eat this, this, and this and you'll lose weight." Food is not the only factor when it comes to health.

The bottom line: The goal of advertising is to sell a product. Coke has to have some sort of research to back up their Vitaminwater claims. They can't just make that stuff up. I'm going go ahead and say this advocacy group will not win the lawsuit and Coke will continue with its current marketing.