Source: Bruce Horovitz / USA Today
A feisty Coca-Cola print ad to run on Wednesday defending its use of artificial sweeteners signals that the company’s problems aren’t just with sugary soft drinks, but also with diet soft drinks.
The soft drink giant, facing growing challenges and sales pressures across its line of sugary and non-sugary colas, has plans over the next several days to run newspaper ads that note its diet drinks — many of which are made with aspartame — are safe. “The safety of aspartame is supported by more than 200 studies over the last 40 years,” the ad assures consumers.
The ad will appear in issues of USA TODAY in the Atlanta region on Wednesday followed by TheAtlanta Journal Constitution on Thursday. The ad also will appear next week in the Chicago Tribune.
For Coke, it’s a calculated business strategy to take the offensive as it battles a growing number of critics and competitors that have influenced consumers to move away from soft drinks of all kinds. The ad, under the headline “Quality Products You Can Always Feel Good About,” offers to share with consumers third-party studies on the benefits and safety of low- and no-calorie sweeteners.
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