Who will win the soda wars?

TORONTO – Health advocates, public officials, corporations and even parents are duking it out over soda and its effect on rising obesity rates around the world.

New York City Mayor Michael Bloomberg was handed a defeat Monday after a judge struck down the city’s inaugural ban on supersized sodas. That decision came just hours before it was supposed to take effect.

It may be too early to tell if soda can claim a victory here – Bloomberg says he’ll appeal the ruling.

In the meantime, take a look at the soda wars from splashy ads, laws and fiery petitions calling for a ban on the sugary drinks.

In laws:

Last May, Bloomberg proposed his ban on supersized sodas, triggering a wave of support and backlash. Full-page ads were splashed in newspapers showcasing a 32-oz soda alongside 26 packets of sugar. “Your kid just ate 26 packs of sugar,” the ad read, according to U.S. reports.

As Bloomberg’s law was struck down by a judge, Mississipi officials took the ruling a step further.

“The Anti-Bloomberg Bill” would ban counties and towns in the southern state from introducing a handful of healthful measures: counties and towns can’t be forced to post calorie content, they don’t have to cap portion sizes and they can bribe kids with toys in their meals.

The bill is expected to be signed by the Mississipi governor, according to NPR. It’s already passed the state Senate in a vote 50-1.

If it isn’t an outright ban, Americans could face a tax on sugary drinks, according to The Week. Dubbed a “fat tax” and already in place in other parts of the world, this tax could be slapped on beverages in Vermont, Massachusetts, Hawaii and Nebraska, where it’s already being discussed.

In commercials:

Coca-Cola added to the controversy in an attempt to defend itself from opponents that blame the corporation for adding to the obesity epidemic.

In its own two-minute clip, Coke tells viewers that of its 650-drink roster, about 180 options are low or zero-calorie options. Average calories per serving has reduced by 22 per cent and the company has even introduced small portion-controlled sizes and calorie content on all cans.

“Beating obesity will take action from all of us based on one simple common sense fact – all calories count no matter where they come from, including Coca-Cola and everything else with calories,” the ad reminds consumers.

“And if you eat and drink more calories than you burn off, you’ll gain weight. The well-being of our families and communities concern all of us,” the ad said.

The commercial spot added fuel to the fire for critics.

The Centre for Science and Public Interest, which has already spearheaded other causes such as calling for the end of false advertising on kids’ snacks, put together its own video, mocking Coke’s.

The CSPI called its ad translating “Cokespeak to English,” offering a “helpful” translation to viewers.

“Translation: Our products (sugary drinks) are the single largest contributor of calories to the American diet,” the ad quips.

The ad is sprinkled with snarky responses to Coke’s promises of commitment to its customer’s health.

Last October, the CSPI issued its own ad, put together by “reformed” ad exec Alex Bogusky, who once headed the commercials for Burger King, Coke and other corporations.

The three-minute video pokes fun at the iconic Coke polar bears.

“An extra sugary drink each day increases a child’s risk of obesity by 60 per cent,” the video reads.

As the polar bears keep drinking soda, they get plumper and plumper. They have aches in their knees and joints, pain in their chest, they rely on insulin to treat their diabetes and ultimately, one polar bear ends up in wheelchair.

“Cases of obesity, type 2 diabetes and heart disease are through the roof. One out of every three Americans is obese – not overweight – obese.”

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carmen.chai@globalnews.ca 

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