In a first for the global beverage brand, Coca-Cola's latest marketing campaign focuses on lowering the calorie intake of its customers.
The American campaign is led by a two minute commercial emphasising Coca-Cola's range of 180 low- and no-calorie beverages as well as the low-and no-calorie alternatives to its full calorie drinks, like Diet Coke and Coke Zero.
The ad details Coke's efforts to remove its soft drink products from American schools in favour of juices and water, and flags the launch of smaller, portion-controlled sized cans of drink, set to hit US supermarket shelves by the end of 2013.
Stuart Kronauge, GM sparkling beverages Coca-Cola North America, said "We are committed to bring people together to help fight obesity.
"This is about the health and happiness of everyone who buys our products and wants great-tasting beverages, choice and information. The Coca-Cola Company has an important role in this fight. Together, with willing partners, we will succeed."
This is the first time Coca-Cola has attempted to tackle obesity in its advertising and follows recent attempts by American government bodies to implement a 'Soda Tax'.
Debates around a tax on sugary drinks have flourished for over a decade in the US but came to a head last November when two Californian cities with the highest rates of obesity, Richmond and El Monte, proposed to implement taxes on soda.
The cities would have been the first in America to legislate a tax on sweet drinks but voters rejected the local government ballot initiatives.
Earlier last year the New York City Board of Health approved a ban proposed by Mayor Michael Bloomberg on the sale of large sodas and other sugary drinks at restaurants, street carts and movie theatres, the first restriction of its kind in the country.
This article first appeared in B&T.