ABSTRACT
Coke’s anti-obesity push demonstrates the potential power of marketing to engage and mobilize. It can turn a threat (weight gain) into an opportunity (an active lifestyle). Furthermore, Coke has immense resources, so the campaign would have tremendous reach; airing a two-minute ad about obesity on prime-time TV was probably a fi rst anywhere in the world. In times of austerity, public health budgets cannot possibly match this expenditure.
