Intended for healthcare professionals


Coca-Cola launches antiobesity advertisements

BMJ 2013; 346 doi: (Published 23 January 2013) Cite this as: BMJ 2013;346:f494

Re: Coca-Cola launches antiobesity advertisements

Cola, an addictive stimulant and social lubricant, tricks and traps us by creating the fleeting euphoria of hydration and energy, but the sustained sickness of dehydration and apathy. The euphoria of hydration and energy, and the sickness of dehydration and apathy, are opposites that reinforce each other: the euphoria blinds us to the sickness, and the sickness makes us crave the euphoria. Perversely but predictably, cola creates, aggravates, and perpetuates the very sickness of dehydration and apathy that it seems to cure, thus placing some popular beverages in a bad light.

Competing interests: No competing interests

24 January 2013
Hugh Mann
Eagle Rock, MO, USA