Bogusky takes a pop at Coke

Former Crispin Porter + Bogusky co-founder Alex Bogusky is behind an anti-soft drinks film for the Center for Science in the Public Interest which mocks Coca-Cola’s famous polar bears

Former Crispin Porter + Bogusky co-founder Alex Bogusky is behind an anti-soft drinks film for the Center for Science in the Public Interest which mocks Coca-Cola’s famous polar bears

Coke has used animated polar bears for many years in its advertising. In the film, which features a track by Jason Mraz, The Real Bears make reference to some of the problems associated with excessive fizzy drink consumption, including tooth decay, the onset of diabetes and even erectile dysfunction.

The CSPI, a US advocacy group with a mission “to conduct innovative research and advocacy programs in health and nutrition, and to provide consumers with current, useful information about their health and well-being”, has launched The Real Bears website to host the film. On it, the group lists various ‘lies’ supposedly told by the Big Soda industry. In a clear nod to Coke’s ‘Open Happiness’ strapline, the site is titled The Unhappy Truth About Soda.

Since parting company with CP+B, Bogusky has undergone something of a Damascene conversion, becoming active in opposition to some of the brands he once so enthusiastically promoted. His book, the 9 Inch Diet examined the effects of portion control on obesity, while he has supported and reportedly donated money to a campaign in California to introduce a law on labelling foods that include GM ingredients. CP+B’s clients included Burger King, Domino’s and Coke Zero during his time there.

Bogusky told USA Today that “You know the American diet has gone the wrong way when it’s considered normal to drink massive amounts of liquid candy. This is a cultural wake-up call.” A Coca-Cola spokesperson responed thus: “This is irresponsible and the usual grandstanding from CSPI.”



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