L'impact de Coca-Cola en France

• OBESITY: In the United States and especially in Mexico, Coke is considered the source of severe obesity. The density of calories in a few sips provides consumers with excess sugar that is dangerous to their health in the long term.

• MARKETING : the consumer is highlighted. The drink must adapt to all lifestyles. For the "purists" with a Coke in a glass bottle, to the sportsman who is looking for a source of energy with a sugar-free Coke.

In order to increase the visibility of this category of products, the Company has implemented a global one-brand marketing strategy. Launched in the start of 2016, it brings together all of Coca Cola's trademarks, namely Coca Cola original taste*, Coca Cola sugar-free and Coca Cola light taste, within the creative campaign "Savour the moment". This is a way for the company to offer a Coca Cola for all tastes and lifestyles.

Coca Cola is presented as a market giant today also thanks to its innovations like Coca Cola life while putting stevia extracts which has never been done before.

• FRENCH TAX: For the government, the tax is justified on public health reasons. The added sugar in drinks would be one of the causes of the increase in obesity in France. According to a recent survey ordered by the National Soft Drinks Union, 58% of French people disapprove of the measure. And 81% of them believe that raising the price of sweetened drinks will have no effect on obesity in France.

• WHY THE HYPE: in the US, Coke is everywhere ( movies...), everything is seen as big. The American model is a society of abundant consumption, without limits. So drinking coke is seen as more prestigious than drinking water because it shows our place in this consumer sphere.

In France, the US is a model that is full of innovations and opportunities promoted by the films and the ideology formed.  The French have therefore fallen into this sphere of consumption that Coke has promoted in the US.

In order to remain sustainable despite changing attitudes towards the environment and health, Coke has managed to distinguish itself. In 2014, Coca-Cola recalled its commitment to local production and its pride in supporting local economic activity with the "At the heart of the French economy" campaign.

Coke is therefore produced in France and, above all, shows many trades on French territory. Moreover, the transparency that the company showed in 2005 by showing the nutritional labels clearly on the bottles has entered a dogma of "it's not good but it won't kill me".

Coke is a company that is proof of globalisation. The US as a great power has a profound impact on lifestyles elsewhere and particularly in France. French health is paying a heavy price for American lies about nutrition.

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