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Editorial

editorial

Coke offers empty calories — and slogans

The best thing that can be said about Coca-Cola’s unusual new ad campaign is that it’s a sure sign the company is feeling the heat for its sugary drinks. In the face of growing criticism and a new ban on large full-calorie sodas in New York City, the company has launched ads acknowleding its products’ high sugar content and urging viewers to, as a press release put it, “have some fun burning those calories off.”

The campaign’s first television ad, a two-minute spot, debuted on Monday. In Boston, the campaign also took the form of a billboard showing a can of Coke and 140 calories in big letters. The can’s sugary contents are no secret, the ad proclaimed.

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