If you watched any event from the 2016 Olympics the past few weeks, during commercial breaks you may have noticed more than a few commercials from the Olympics biggest sponsor — Coca-Cola. These commercials show athletes describing the feeling of winning a gold medal, but after every clip or two of the athletes, there would be a clip of people drinking Coca-Cola, wearing Olympic apparel. These commercials also show athletes thanking their families/teammates/mentors, and celebrating the Olympics by drinking Coca-Cola. The slogan that Coca-Cola has been using for the sponsorship, according to the Olympics' website is "Refreshing athletes since 1928".
I am the only one who sees an issue with this whole thing?
Childhood obesity is at an all-time high, according to the 2015 Youth Risk Behavior Surveillance System, nearly 30 percent of high school students are overweight or obese. Much of this statistic can be attributed to unhealthy eating habits (which frequently includes soda). What are the children watching the Olympics (and commercials) supposed to think? Drink soda, become the next Michael Phelps or Simone Biles? Let's be realistic, do either of those athletes (or any Olympic athlete) drink soda as a part of their daily routine? No. You don't become an Olympian by drinking soda. But what are kids supposed to think when they see Coca-Cola commercials next to Olympic athletes?
I understand that big money makes the world go round, and helps the Olympics to go smoothly without having to worry about money. But the Olympics are the pinnacle of athleticism, and sugary drinks don't necessary promote healthy lifestyles. While yes, Coca-Cola does produce drinks other than soda, is that what we immediately associate the brand with? I think you know the answer to that.
By placing sugary drinks next to the best athletes in the world, it's giving a very mixed message to Olympic fans and consumers. Although it may make sense (from a financial perspective) to the International Olympic Committee to have Coca-Cola as a sponsor for the Olympics, does Coca-Cola really support the message of health, fitness, and success that the Olympics represents? I guess that's for the individual to decide for themselves.
