What Coke's Advertising Means

2. STAND FIRM, AND DEMAND MORE.

All calories count, says Coke’s commercial. And everyone has to think about both calories consumed and calories burned. These statements are true, and personal responsibility is a reality that consumers must embrace to combat obesity and other issues. But science tells us that not all calories are created equal. Likewise, social science has shown that some consumers--particularly children and people living in food deserts--cannot rescue themselves from lack of knowledge, poor nutrition, and simple overconsumption.