If you've been watching cable news this month, you may have noticed that Coke, Pepsi, and Dr. Pepper have teamed up to let everyone know that they support taking full-calorie sodas out of schools. The American Beverage Association has been running ads that feature good-natured vending-machine servicers of those three major bev conglomerates, all agreeing that regular soda doesn't belong in schools:
The ads have been running since March 8 nationwide, on MSNBC, CNN, and Fox, plus local TV stations in DC, Boston, New York City, Albany, and Buffalo. They're part of a coordinated campaign that has included print and online ads in Capitol Hill publications (The Hill, Roll Call, Politico, National Journal, and Congressional Quarterly), and the TV ads will keep running through the end of spring.
The American Beverage Association could end up spending around $10 million on the whole campaign, spokesman Kevin Keane estimated.
Usually Coke and Pepsi are seen together in Super Bowl ads, and it's not such a complimentary relationship. Here, for once, the delivery men get along.
The campaign has come amid a nationwide effort against childhood obesity, headed up by First Lady Michelle Obama, and a state-level push for a soda tax in New York.