In the April edition of influential FAST COMPANY, the Heath Brothers, experts on ideas that stick, posit that soda could become the next tobacco. That because clever public-interest ad campaigns are positioning those popular "empty-calorie" beverages as a health menace. As a result, the message emotionally resonates with people, just as it did with tobacco. Therefore, soda businesspeople can mutate into villains.
This could be fertile territory for public affairs, lobbying, and law firms. The obesity litigation, e.g. war against Tony the Tiger, never really got traction. Like lead paint public nuisance, it mostly fizzled out. That might not be the case with a single targeted item like soda.
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