Former Coke executive slams ‘share of stomach’ marketing campaign

N.C. Aizenman
Washington Post
June 8, 2012

New York Mayor Michael R. Bloomberg (I) has announced plans to ban super-size sodas from his city’s restaurants, movie theaters, sports arenas and bodegas. Disney will no longer run junk-food ads with its children’s programming. First lady Michelle Obama’s book about the White House vegetable garden, released Tuesday, notes that the only drinks offered during family meals at home are milk and water.

The logic behind these moves has been repeated so often it is practically a mantra: The nation is in the throes of an obesity crisis and sodas account for an outsize share of the sugar pouring into American bellies.

Putman, 51, shares that view. But he is also driven by another motive: From 1997 to mid-2000, he was a top marketing executive at Coca-Cola.

(…) He wanted to give an inside account of what he contends has been a drive by Coca-Cola to replace not just its direct competitors but all beverages in the American diet — a campaign for what the company called “share of stomach.” He wanted to warn about the industry’s particular focus on young people and minorities.

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This article was posted: Friday, June 8, 2012 at 7:48 am

Tags: business, natural health

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