What Amputee Polar Bears Have to Do with Coca-Cola

– Jordan

The Center for Science and Public Interest (CSPI) is going after one of the largest corporations in the world, Coca-Cola, and it is using its own lovable cuddly polar bears as its weapon. The center has created an emotional campaign that ties the dangers of over drinking soda to an average family, using an iconic and easily recognizable symbol to do it. Along with the 3min long video, the center has created a dedicated site called therealbears.org that includes hard hitting truths about some of the misconceptions and dangers of overconsumption of many Americans favorite beverage.

Here is the main header for the site.

It wasn’t so bad when soft drinks were the occasional treat.
But now sugary drinks are the number one source of calories in the American diet.
With one third of America overweight and another third obese, it’s a wonder
anyone is still swallowing what the soda companies are selling.

Why I’m curious:

This campaign is pure genius. Many PSA type spots fail to catch peoples attention because they usually land on the main message of “Don’t do this” which automatically turns many consumers away. The blend of a stylized visual only spot mixed with the use of a legendary icon that everyone can recognized makes this spot emotional, interesting, and educational.


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