If you can market Coca-Cola as health food, you can market just about anything as health food:
If a column in honor of heart health suggests a can of Coke as a snack, you might want to read the fine print. The world’s biggest beverage maker, which struggles with declining soda consumption in the U.S., is working with fitness and nutrition experts who suggest its cola as a healthy treat. In February, for instance, several wrote online pieces for American Heart Month, with each including a mini-can of Coke or small soda as a snack idea.
The mentions — which appeared on nutrition blogs and other sites including those of major newspapers — show the many ways food companies work behind the scenes to cast their products in a positive light, often with the help of third parties who are seen as trusted authorities…
For Coca-Cola Co., the public relations strategy with health experts in February focused on the theme of “Heart Health & Black History Month.” The effort yielded a radio segment and multiple online pieces. One post refers to a “refreshing beverage option such as a mini can of Coca-Cola.” Another suggests “portion-controlled versions of your favorites, like Coca-Cola mini cans, packs of almonds or pre-portioned desserts for a meal.”
Well, cigarettes used to be marketed as good for you, too — hey, they helped you lose weight! But this isn’t about health, it’s about stemming losses in the soda market:
Ben Sheidler, a Coca-Cola spokesman, compared the February posts to product placement deals a company might have with TV shows. “We have a network of dietitians we work with,” said Sheidler, who declined to say how much the company pays experts. “Every big brand works with bloggers or has paid talent.”
Other companies including Kellogg and General Mills have used strategies like providing continuing education classes for dietitians, funding studies that burnish the nutritional images of their products and offering newsletters for health experts. PepsiCo Inc. has also worked with dietitians who suggest its Frito-Lay and Tostito chips in local TV segments on healthy eating. Others use nutrition experts in sponsored content; the American Pistachio Growers has quoted a dietitian for the New England Patriots in a piece on healthy snacks and recipes and Nestle has quoted its own executive in a post about infant nutrition.