Coca-Cola, PepsiCo and the Dr Pepper Snapple soft drink makers have buckled to the Food Nazis and “promised” to lower their drinks’ calories by 20% over the next decade. 
“War on Obesity” in Full Swing Now
The three largest U.S. soft drink marketers have committed to lower their drinks’ calories by 20% over the next decade. Cast as an unprecedented effort by the beverage industry to fight obesity in the U.S., the commitment was announced yesterday at the 10th annual Clinton Global Initiative in New York and lauded by ex-President Clinton (who, being married to Hillary, is probably worried about her weight trajectory anyway).
Now that we have full buy-in for the War on Obesity, I guess things will change dramatically. We will go from a nation of “little piggies”:
To, perhaps, a country of wonderful physical specimens, perhaps something along the lines of this “Nazi family” propaganda poster of 1938:
1-2-3 Let’s Change What “Thirsts” Soda Quenches
We now are going to have an industry-wide tinkering with the raison d’être of the soft drink category and brands. For what is “soda”, actually, outside of being a sometimes cloyingly sweetened beverage. Well, it IS a beverage, but why do people drink it, surely not because they NEED it and not to become obese. The emotional payoffs for soda consumption are really connected at some level with emotional experiences, way beyond, even if unconsciously, quenching one’s thirst. A reward, a distraction from a painful experience/event, a childhood memory, a connected reminiscence of someone or something … the reasons are many and varied.
But not so fast Tonto. Your emotional payoff-delivery-system, i.e. your soda, is going to have its ingredients modified, its portions downsized and who know what else.
And gee, that didn’t take long…seems like just a couple weeks ago in my September 5 Coca Cola Life post I wrote:
“Over time in our increasingly regulated societies, sweetened beverages will come under increasing pressures on all sides, much as cigarettes today….sad, but that’s the way it will likely play out…”
Don’t Worry, You Aren’t Responsible & It Will Be Good For You
But don’t worry.The soft drink makers, in close coordination with their government intimidators, issued a statement concerning the category reshape that is breathtakingly Orwellian doublespeak in its nonsense.
“This initiative will help transform the beverage landscape in America,” said Susan K. Neely, president of the American Beverage Association in a statement. “It takes our efforts to provide consumers with more choices, smaller portions and fewer calories to an ambitious new level.”
The next thing they’ll be telling us, “It takes a village to raise a child.” Ooops, that one’s already taken. Maybe it could be, ‘It takes a village to stay slim.”
Please Check Your Personal Responsibility at the Door
OK, got it! Consumers did not ask for this “transformation,” but they sure as hell are going to get it. So much for customer choice and personal responsibility.This wonderful “transformation” will take all the pressure off the “fatties” out there and they will strictly adhere to a “government-pressured” diet plan (much like Michelle Obama’s oh so popular school lunch program). The War on Obesity is virtually won!
Oh, one quick question: Does anyone really think that fewer calories in a bottle or smaller bottles in a carton will actually keep fat people from figuring out a way to get their “soda fixes” (how about drinking more bottles) and becoming obese?
You know the answer … but because of the smart peoples’ “solution” for the “problem,” you and I will no longer have the soft drink choices WE want.
And I bet you, there will still be people like this …
Please follow us on Twitter: @MrSMEbranding
SMEBrandLeverage 
Pingback: Battle of mid-calorie sodas begins, but “taste cloud” may hang over them. | SMEBrandLeverage