Coca-Cola Canada has released a new video, “The Calorie Dictionary,” to show consumers how they can burn calories through fun and simple extra movements. The 30-sec spot comes as the latest addition to the company’s global commitment to help fight obesity through informed choices, physical activity and reduced advertising to kids under 12.
The spot, which makes its global debut in Canada, has also appeared on the local Coming Together online hub. It revolves around the idea that simple everyday activity really can contribute to a healthier lifestyle. The video starts with the words “5 extra minutes of” and then verbs in alphabetical order, from the letter “A” to the letter “Z,” follow along with the amount of calories people burn while doing this or that. For instance, 5 minutes of climbing over a fence helps get rid of 45 calories and 5 minutes of zipping a dress burns 12 calories. The video dictionary mentions a variety of other actions, including shouting, winning, falling, breaking, uplifting, arriving and more.
“The Calorie Dictionary” will be airing on major networks across Canada. Of course, the spot’s mission is not to provide consumers with exact data on how many calories can be burnt through particular activity, but to encourage people to adopt a more active, healthy lifestyle. No word yet on if cousumers in other countries could see this in the coming weeks or months.
“We are trying to inspire Canadians to move more in some fun ways while enabling them to make the beverage choices from our products that meet their individual dietary and lifestyle needs,” commented Nicola Kettlitz , President, Coca-Cola Ltd. “This campaign aims to inform people in a light-hearted way about the concept of energy (calorie) balance, educate them on our products and inspire Canadians to live more active, healthy lives.”
The new piece is reminiscent of another Coca-Cola’s promotion launched in Australia back in 2011. The women-targeting effort for Diet Coke was highlighting some «feminine» ways to burn one calorie—through kissing passionately, running in heels and getting into new jeans.