The Nurturing Well by: Jill Starbuck
Soda is one of America’s favorite beverages. This is because both sugar and caffeine have addictive qualities. Furthermore, it’s within reach everywhere we turn. We find soda at amusement parks, concerts, sports events, movie theaters, vending machines, checkout counters, and many other places. Two of the top beverage companies in the world include Coca-Cola and Pepsi Co, each raking in tens of billions of dollars annually.
These companies have mastered advertising techniques that continue to entice consumers. Coca-Cola’s recent ad campaign of personalized bottles has flooded social media. Pepsi’s latest campaign involves interactive mobile ads including games and video. Both companies actively pursue globally celebrated sporting events such as the World Cup, Super Bowl, Olympics, and much more. They capture consumers by feeding off the latest trends and surrounding consumers at every turn. They’ve been at this a long time and are some of the smartest advertisers in the world. Their tactics work, as most people around the world recognize these brands.
While soda tastes great to many people, the effects of drinking soda are not so great. Regular soda contains many calories, leading to weight issues. In fact, if you are a soda drinker who would like to lose weight, cutting out soda alone will bring you fast results. For those who drink diet soda every day, the American Heart Association claims you are 61% more likely to experience vascular events than someone who drinks no soda. Furthermore, those who drink soda daily show a 40% higher chance of metabolic syndrome, which leads to diabetes, heart disease, and stroke. Other health risks include kidney problems, dental problems, and osteoporosis.
It’s easy to get caught up in the latest marketing campaign and lose sight of the big picture. Beverage companies hide the fact that soda, whether diet or regular, is not a great choice for a daily beverage. For some people, it’s difficult to stop at just one. In fact, Americans spend more than $70 billion on soda each year. However, the choice to consume less soda is up to consumers. While Coca-Cola and Pepsi sell other types of beverages, including water, the bulk of their sales come from their soda products. Therefore, they are not going to change their advertising tactics anytime soon. It’s truly in your hands.
Jill Starbuck has 20 years of experience as a business writer, editor, and market research analyst. She is a certified health coach through the Integrative Institute of Nutrition and a certified running coach through the Road Runners Club of America. She is also the co-owner of a running business. She can be reached at jillstarbuck@hotmail.com.
