Soft drinks giant Coca-Cola has launched an ad campaign in Australia to address the fact it is reducing sugar across its portfolio.
The company has pledged to cut down on the amount of sugar in its drinks, prompted by changing consumer preferences and calls for the implementation of a sugar tax.
Australian health advocates are calling for the nation, which is one of the fattest on earth, to follow in the UK’s footsteps and introduce a tax on sugary drinks.
While Coca-Cola Amatil’s managing director Alison Watkins says she does not believe a sugar tax will improve overall public health, the company is listening to consumers’ needs and trying to slash sugar levels in products sold across Australia and New Zealand by 10% by 2020.
“We’re doing it either just by making things less sweet over time, gradually, or by using stevia, which is a naturally derived sweetener, to replace some of the sugar,” she says.
A print ad made by McCann tells consumers: “We’re listening. Sugar in moderation is fine but too much isn’t good for anyone”.
The company has reduced sugar across 22 drinks since 2015, including some of its biggest brands such as Fanta and Sprite.
Credit: Marketing Week